Session

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From research to ROI: RBC's branded content strategy

Tuesday, March 29, 2016
11:00 AM - 11:30 AM
Court

RBC is stepping outside of its traditional marketing plan and into the afterlife with a new partnership that aims to reach a younger audience. The financial institution partnered with brand agency shift2 and digital studio Smokebomb Entertainment to engage millennials with 20-part scripted drama series V Morgan Is Dead and complementary lifestyle content designed to help young adults navigate life, love and money. Hear directly from RBC on why they chose to target millennial consumers with this innovative campaign, and how research was used to test and pivot along the way.