National Bank is a Quebec-based financial institution distinguished by its human approach. Since 1859, it has been committed to making a positive impact by building lasting relationships with its customers, teams and the community, while meeting the specific financial needs of a diverse clientele. To promote its brand among GenZ and generate enthusiasm for its initiatives, the institution collaborated with Made in to devise a three-phase influencer campaign from January to March.
The campaign was divided into three phases, each associated with a city and a content creator. Each organized a contest to win three pairs of VIP tickets to Igloofest, the must-see winter event for GenZ, before sharing their experience during the activation, in the form of a vlog. It was @marianne.plaisance who launched the campaign in Montreal in January, followed by @unemployed.bros in Gatineau in February, then @hayleyrebekkah rounded things off in Quebec City in March.
The three National Bank activations were brought to life at the heart of Igloofest. On site, festival-goers were invited to “increase their fun” by exploring an immersive labyrinth illuminated by red lights. This sensory journey offered a host of visual and tactile surprises to share on social networks.
@marianne.plaisanceFor this campaign, the three content creators, recognized for their credibility with GenZ, were called upon to support the National Bank. They shared 11 different pieces of content, totalling over 599K views and impressions, and reaching nearly 622K followers, helping to significantly increase the brand’s visibility.
@unemployed.bros
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