Turning financial anxiety into confidence
Turning financial anxiety into confidence
To build trust with young adults aged 18 to 30, Desjardins launched Table Rase, a content platform developed with Radio-Canada to address the financial anxiety many of them experience. A full-funnel media strategy drove qualified traffic via OOH, QR codes, bold social storytelling, retargeted tips and personalized offers. This personalized, traceable ecosystem continues to deliver strong results in 2025.
Services
- Content & Engagement
- Media & Sponsorship
- Parcours et CRM
- Marketing Science
- Digital Transformation
Brief
Build trust with the 18–30 audience—a group that’s notoriously hard to reach—to drive new member acquisition. In a context where skepticism toward financial institutions runs high among young adults, Desjardins aimed to offer useful, judgment-free content.
Problem to Solve
Finances are a major source of anxiety for young adults, who often lack clear guidance toward autonomy. This unease—what we called “financial puberty”—is compounded by low trust in institutions, making it hard to engage or seek support. Desjardins first had to show it truly understood their reality.
Solution
A full-funnel strategy in three phases—awareness (OOH and QR codes), education (retargeted tips), and acquisition (targeted offers)—drove qualified traffic to “Table Rase,” a content platform created with Radio-Canada to explore financial taboos through video, audio and short formats with influencers. This 100% digital, fully trackable ecosystem personalized messaging and delivered the right content at the right time.
Results
The approach fostered a genuine connection with the target audience and delivered results above industry benchmarks. Content formats sparked high engagement, and the retargeting strategy directly supported new member acquisition. Still live in 2025, the platform continues to prove its relevance and impact.
- 430 000
Video views across the media journey
- 11 400
Podcast listens (3x the benchmark)
- 22 %
QR code usage rate from OOH media
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