[Media Creativity & Brand Integration]

The Rundown

Sparking interest in Desjardins with a social entrepreneur sponsorship.

Category

Media Creativity & Brand Integration

Expertise

Media Creativity & Brand Integration

Year

2019

Year

2019

Expertise

Media Creativity & Brand Integration

Services

Media strategy

The Rundown

Sparking interest in Desjardins with a social entrepreneur sponsorship.

Challenge

Desjardins is a formidable brand in Quebec. It is constantly ranked as not only one of the most well-known organizations in the province, but also one of the most well-beloved. Awareness of the brand in the rest of Canada, however, is lacking. Desjardins needed to get English Canada to fall in love with its brand, the same way Quebecers have.

Solution

A collaboration with Dragon's Den, one of the most watched TV programs in Canada, was a natural solution. The sponsorship was conceived to put Desjardins's values of community support and cooperation at the forefront. And so, "GoodSpark" was born.

Through this branded sponsorship, Desjardins would support and empower nine social entrepreneurs during the show, creating and publishing articles and videos that help these entrepreneurs reach a wider audience in Canada. The multi-platform sponsorship integrated TV, content production, digital media, print and PR—all in collaboration with the CBC.

Results

The sponsorship successfully created a platform for Desjardins to not only increase its visibility in English Canada, but also position itself in line with the same values that made Quebecers fall in love with the brand.

In the end, the TV campaign reached an estimated 25 million viewers. Digitally, the online videos were viewed 1.8 million times, banners generated 6 million impressions and social media organic posts and ads were seen by 2.3 million users. The sponsorship's partner page on the CBC's properties was viewed 75,000 times, further solidifying the success of the program.

Even better, after the program aired, a 13% lift in viewers who perceived Desjardins as a brand that helps entrepreneurs make a difference was measured. It was evident that more English Canadians now associated Desjardins with its core values, as Quebecers have been doing for over a century.

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