RESPONSIBLE INVESTING

Desjardins

Awereness project

Desjardins wished to raise awareness of Quebec audience on Responsible Investing (RI), which integrates environmental, social and governing factors in the selection and management of investments in a long-term perspective in order to finance companies that contribute to sustainable development.

The major issue we have faced is that the financial sector (particularly in relation to investments) is highly competitive with respect to performance placements and a higher bidding (CPC, CPM, RTB) as well. Thus, each dollar invested online should be maximized through highly relevant placements showing a great affinity with the target.

OUR STRATEGY

Our strategy was to contextualize media placements while reinforcing their efficiency through creatives that appealed to a prequalified target audience's feelings in advance. Our strategy has given an innovative approach to this media due to a particularly precise targeting for this campaign combined with a highly relevant content that motivated the target to learn more about issues relating to RI.

Contextualization

News related investments contextualization

We developed a proprietary tool for capturing keywords related news directly on Google news in real time concerning issues affecting IR (environmental, social, governance). These subjects were later used as investment performance triggers (banners, search, video) in a variety of networks to contextualize the concept in a credible environment for the target with a highly coherent message.

Optimisation

Investments optimization according to the month of the year

According to the month of the year, the banners displayed an environmental message that appealed to the target audience.

Contextualization

Contextualization of banners according to the target audience’s interests

Media placements on job sites with misleading advertisements offering dream jobs were effective to call out a pe-qualified target audience in order to be receptive to these ads in order to highlight forced labour of children.

RESULTS

According to our expertise:

The campaign results revealed that the communication angle adopted to target a highly exclusive audience in a niche market has been proven extremely effective :

  • CPC

    Dramatic decrease in cost per click ($1.41 instead of the industry average of $35)

  • TRAFFIC

    35% increase in traffic on the website during the campaign

  • CLICK

    39,020 highly qualified clicks on a mix of banners

INTEGRATED DIGITAL CAMPAIGN MADE 100% BY RESSAC : STRATEGY, CURATION, PRODUCTION, PROMOTION AND PERFORMANCE MANAGEMENT