Senior Copywriter
RBC
Royal Bank of Canada (RBC) is Canada's largest bank and one of the largest financial institutions globally based on market capitalization, headquartered in Toronto, Ontario.
When it comes to mortgages and complex financial topics, we all have burning questions.
To position RBC advisors as trusted experts, we sourced real mortgage questions from Reddit, the most authentic platform where buyers engaged in honest conversations. Each query allowed RBC to introduce solutions, guide users through financial uncertainty and build lasting connections.
To position RBC advisors as trusted experts, we sourced real mortgage questions from Reddit, the most authentic platform where buyers engaged in honest conversations. Each query allowed RBC to introduce solutions, guide users through financial uncertainty and build lasting connections.
We used OOH, Reddit and RBC social media platforms to connect with our target audiences.
An NFC tap or a QR code scan would not just stop the flames but also reveal expert advice on phone screens.
Sounds effects of slow burning embers were part of the strategy to get hold of our audiences on social media.
The campaign’s success prompted RBC to increade their Reddit ad placements. The AMA drove genuine audience engagement, generating approximately 25 questions and achieving a 100% upvote rate. Pre-promo activity also exceeded Reddit CTR benchmarks.
Burning Questions established Reddit as a valuable space for RBC to build ongoing conversations with the mortgage community, creating a platform the brand can continue to leverage.