Royal Bank of Canada
Inspiring consideration for a new demographic with TopView, Top Feed and Creators
The objective
Drive new account openings among Gen Z audiences
Long-established as a leader in Canadian banking, Royal Bank of Canada (RBC) set out to create genuine, long-lasting connections with the next generation of account holders aged 18-24. Aiming to drive consideration and boost new account openings, RBC wanted to prove that financial institutions can be refreshingly approachable. Knowing that Gen Z turns to TikTok for authentic entertainment, comfort, and culture, RBC chose the platform as the ultimate canvas to shift brand perceptions and drive real-world action.
The solution
Unlocking upper funnel success with organic storytelling and high impact ads
RBC collaborated directly with TikTok to craft a 100% platform-first campaign, tapping into the viral #HopeCore trend to deliver a warm, deeply empathetic message. To guarantee authentic resonance, RBC engaged creator Joey Kidney via TikTok One Creator Marketplace to provide a calming, reassuring voice-over that instantly put young viewers at ease.
The brand amplified this creative strategy using a high-impact media mix anchored by TopView to capture prime, full-screen attention on launch, reinforced by Top Feed and Auction ads to sustain engagement across the target demographic. By stepping completely outside the traditional banking playbook, RBC delivered a captivating campaign that sparked genuine creativity while fitting naturally into the For You feed. In order to measure true attribution and brand impact, they also ran a Brand Lift Study to quantify success.
The results
Delivering outstanding Brand Lift and unforgettable ROI
By embracing TikTok first trends and community-first storytelling, RBC’s #HopeCore earned plenty of interest, and not just the financial kind. The campaign generated over 24.4 million total impressions with TopView delivering a stellar 28% higher view-through rate vs. existing benchmarks.
The Brand Lift Study confirmed massive sentiment shifts, revealing a +27.3% surge in Ad Recall (RBC’s top-performing campaign of the year), and +6.4% boost in brand favourability. By demonstrating how a financial powerhouse can authentically speak Gen Z's language, RBC set a bold new standard for banking in Canada. Now that’s how you make a sound investment in the future.
#HopeCore reflects our commitment to show up on platforms where young people already spend their time, and in ways that genuinely resonate with how they experience the world. Brand perception forms early, and by committing to content that's truly native to the channel and built alongside strong partners, we saw results that validated the strategy.