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Fonds de solidarité FTQ Going further with Generation Y.

 

After one month of the campaign:

8 million impressions and 14,000 clicks
13% interaction rate with the "Calculate it” button
+152% return on capital invested
in the advertising campaign
(contribute to an RRSP with the Fonds)
Context

Main context

Given the growing number of retirements, the Fonds de solidarité FTQ wanted to attract a younger market and highlight the concrete advantages of the RRSP for Generation Y (20 to 35-year olds).

OBJECTIVES

  • Inform Generation Y on the advantages of an RRSP with the Fonds
  • Promote interaction on the "Calculate" landing page
  • Generate contributions
 
Strategy

Media plan targeting Generation Y

The digital advertising campaign that was developed focused on media that would interest Generation Y, a highly connected target market. These included video games (Microsoft Xbox), social media (Facebook), youth-targeted programmatic tootls (District M) and other sites such as Obox.

 
Creation

Message adapted to the reality of young adults

Contributing to an RRSP is much more than saving up for retirement! A fun page was designed to promote the wide range of advantages of an RRSP with the Fonds (buying a home, going back to school and much more). This message was a hit with the target market.

Original format

From the basic concept to the creative formats chosen, everything was developed to optimize the campaign messages and tailor them to the target market: design of the homepage, 300 x 600 and 728 x 90 banner ads and mobile ad format (300 x 250).

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Technology

Use of data

Very precise segmentation was done to target Generation Y (age, sociodemographic factors, etc.). Use of programmatic tools, such as RTB (Real-time Bidding), target audience criteria in social media and analysis of these criteria all helped to achieve the objectives.

 
Innovation

A new direction

This first-ever strategic campaign directed at young adults was a success. Tink helped the Fonds de solidarité FTQ develop and carry out the advertising campaign, which surpassed expectations by generating major sales with the target audience. The key success factors were collaboration, adapted content, and the relevance of the chosen media.

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