One of the RBC Capital Markets growth pillars heading into 2020 was to raise awareness of its domestic footprint and increase engagement as a trusted advisor for top client accounts. The team engaged Glue IQ to expand its marketing approach to further elevate its credentials across a number of key campaigns throughout 2020.
Turning a Noisy Election Cycle into a Thought Leadership Opportunity
By adopting an editorial strategy approach, Glue IQ partnered with the RBC Capital Markets marketing team to develop a streaming series called Beyond The Ballot in early September 2020. Hosted by Helima Croft, RBCCM’s geopolitical expert, the series decoded the global policy impacts and key issues at stake for clients in the 2020 U.S. Presidential election. The series featured leading policy experts and national security specialists, and episode drops coincided with key campaign debate dates. It first aired as a VIP invite-only event for clients, and then was rebroadcast across RBCCM owned, earned and paid media channels.
The Glue IQ team approach helped define the experience, branding and overall communication distribution approach for the series.
Agency Services: Glue IQs strategy and creative leads developed the editorial and media strategy with the RBCCM marketing team, developed key campaign KPIs, the overall content hub design and paid media creative assets.
Content Strategy: The Glue IQ team also helped to develop the planning, distribution and execution of key creative and communication assets across web, email, paid media and social; weekly reporting and optimization recommendations and a maturing remarketing blueprint via its use of Marketo.
Ongoing creative optimization combined with timely and relevant content saw an increase in acquisition efforts with a significant reduction in spend.
Visitors streamed a total of 200 hours of of video across the eight-episode “Beyond the Ballot” series. This number equates to roughly streaming all 154 episodes of the “West Wing” twice.
Total number of episodes produced and repurposed for a 45-day campaign that featured, among others, 2 former CIA leaders, a consultant for Showtime’s “Homeland” and a State Department head.