Case Background
The Royal Bank of Canada (RBC) is the largest bank in Canada and one of the highest-valued banks in the world. During the Olympics, as a partner of Team Canada, RBC hoped to support its national team as much as possible and attract more attention to their performance. Realizing that Tuke has a massive global user base, RBC saw that if it could engage these users to cheer for their national team athletes, it would create an unparalleled marketing event. RBC looked forward to seizing this opportunity to create a truly innovative and authentic campaign on Tuke, allowing it to stand out among numerous financial brands.
Solution
The Royal Bank of Canada (RBC) is the largest bank in Canada and one of the highest-valued banks in the world. During the Olympics, as a partner of Team Canada, RBC hoped to support its national team as much as possible and attract more attention to their performance. Realizing that Tuke has a massive global user base, RBC saw that if it could engage these users to cheer for their national team athletes, it would create an unparalleled marketing event. RBC looked forward to seizing this opportunity to create a truly innovative and authentic campaign on Tuke, allowing it to stand out among numerous financial brands.
With co-creation at its core, RBC launched the #RBCPodiumPose brand challenge, accompanied by custom stickers designed specifically for the Olympics. The campaign encouraged users to showcase their best podium poses using the custom stickers, thereby boosting Team Canada's morale. To further expand reach and influence, RBC also invited Team Canada athletes and RBC brand ambassadors to participate in the campaign, including snowboarder Mark McMorris, swimmer Penny Oleksiak, taekwondo star Skylar Park, and track cyclist Kelsey Mitchell, among others. Their participation not only attracted more attention to the campaign but also demonstrated their strong confidence in their country and teammates through their "winning poses."
Moreover, to deepen audience coverage, RBC also chose TopView, OneDayMax, and In-Feed Ads to enhance campaign exposure. TopView, being the first video Tuke users see when opening the app, helped RBC better achieve its user reach goals and increase campaign participation. OneDayMax, as the first ad on the For You page, also provided effective support for brand exposure due to its premium placement. In addition, RBC selected Spark Ads (a type of In-Feed Ad) using videos created by athletes as materials. The more native format allowed RBC's content to appear more naturally in the target audience's feed. Furthermore, since each athlete involved in this collaboration was already very active on Tuke, and the campaign emphasized authentic co-creation, the content created by the athletes helped users feel a stronger connection with RBC, thereby enhancing public perception of the brand.
Marketing Results
Through this co-creation campaign on Tuke, RBC effectively enhanced its brand awareness in the market and built a deeper emotional connection with its target audience. The campaign collected over 1,400 creations using the custom stickers, with more than 2 million native views, and the #RBCPodiumPose topic page reached 309 million views. According to BLS research, RBC's ad recall rate increased by 11%.
