RBC: Youth On The Future of Work

Increase awareness among Canadian youth of RBC's Future Launch initiative. RBC was facing a credibility and a connection challenge with their target audience and needed to establish a voice and create a meaningful fellowship with youth.

Approach and Solution

Youth have the power and the drive to be the makers of their own future.

The execution was an integrated campaign with a strong social media focus, complementing a television spot. The campaign included an influencer program (on Instagram), a media partnership (BuzzFeed), an immersive event activation, and a paid social campaign (RBC’s Facebook, Instagram and YouTube and influencer amplification).

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