Use the right tone and medium to effectively engage your younger clients
Keytrade Bank – RMB launches the ‘Tips worth 2 cents’ campaign
Capture the attention of a younger audience who might not know much about your brand and make a lasting impression!
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Looking to grab the attention of young adults who aren’t familiar with your brand or industry? Traditional media (TV, radio, digital, etc.) can certainly do the trick, but why stop there?
There are other exciting alternatives! Solutions that tap into the best tools to engage this hyper-connected generation. Branded content is one such powerful approach.
It lets you stand out by speaking their language, offering content that resonates with them in a way that feels authentic.
Get inspired by the success story behind the ‘Tips worth 2 cents’ campaign crafted by RMB for Keytrade Bank!
390k
Total views on Instagram
3%
High engagement rate
85%
Exceptional completion rate
More awareness and consideration
When young adults need a bank, they often just stick with their parents' choice, without thinking if it really fits their needs. That’s why Keytrade Bank wanted to stand out to 18- to 34-year-olds. And show them it’s a bank that truly gets them and can be trusted.
- Advertiser: Keytrade Bank
- Target: 18–34 years old
- Goals: Awareness and consideration
- Campaign: September 2023 - February 2024
- Medium: Short-form videos (90 seconds)
- Main media: Social networks
The ‘Tips worth 2 cents’ campaign reinforced Keytrade Bank’s commitment to financial education, emphasizing the importance of staying critical about money. By adopting a disruptive tone unique to our brand, we successfully captured the attention of a younger target audience
Strategy
The web and social media are overflowing with bad financial advice—often ridiculous or downright misleading. Keytrade Bank turned this around with humor, using it to guide young audiences in the right direction.
The ‘Tips worth 2 cents’ campaign is built on three key pillars:
- A fully native, content-driven campaign on social media.
- A heavy dose of humor to steer the audience toward the bank’s real advice.
- Partnering with an authentic personality who truly connects with the younger generation.
Media plan
The campaign includes 12 short-form videos of 90 seconds (6 in FR, 6 in NL), each addressing a common financial problem that young people might face.
These videos:
- feature Belgian comedian Serine Ayari, a renowned humorist with a large young community, who brilliantly portrays the role of the "bad advisor."
- mirror the content that young people are accustomed to consuming online and on social media.
- are designed to maximize engagement with the target audience.
- were created in French and Dutch, enabling a nationwide campaign with equal intensity across linguistic regions.
- are creative and innovative, with a disruptive tone that breaks away from the traditional banking communication style. The message takes a reverse approach: advising the audience to do the exact opposite of what is advisable—before redirecting them to sound financial advice.
The videos were distributed via Serine Ayari’s Instagram and TikTok accounts and Keytrade Bank's website.
Results
On social media, the ‘Tips Worth 2 Cents’ campaign achieved excellent results, relying entirely on organic reach. The outcomes met the advertiser’s objectives.
Key highlights:
- the 12 videos totaled impressive views on both Instagram and TikTok.
- engagement rates exceeded average benchmarks for social media.
- audience retention, also surpassing usual scores, demonstrated the effectiveness of the content in maintaining viewers' attention.
- completion rates were exceptionally high.
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A huge ‘cherry on the cake’!
To boost the video campaign’s impact, two stand-up comedy shows were held at the Kings of Comedy Club in Brussels. Serine Ayari, the star of the videos, brought in fellow comedians to join her in roasting the ‘Tips Worth 2 Cents.’
These shows created a buzz, building excitement with Instagram contests for free tickets. The fun continued as Serine and her comedy crew shared Instagram stories with highlights from the shows. This digital push acted as a turbocharge for the video campaign, rapidly increasing awareness.
On-site, Keytrade Bank got fantastic visibility, with their branding all over the venue—posters, beach flags, a wall of fame, and even rolls of toilet paper printed with ‘Tips Worth 2 Cents’, and a QR code linking directly to their website!
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