RBC Royal Bank launched a special section on two Sweetspot.ca properties, reaching out to consumers as part of its advice marketing platform. Called SweetCents, the sponsored articles on the SweetLife channel target young adults, while content on the SweetMama channel allows the brand to reach out to young families, explains Rosie Gentile, VP brand director at MacLaren MRM, who handled the media buy.

One of the reasons RBC went to Sweetspot is because the brand wants to get advice out to consumers, a message it debuted in its advertising during the 2010 Vancouver Olympics. ‘Part of that is actually identifying opportunities to reach out. So not always driving people directly to your website, but how do you get information nuggets out there,’ Gentile tells MiC.

The section on SweetLife has a variety of advice columns, from whether or not it’s acceptable to talk money on a date to how to choose the right bank account. The content on SweetMama is slightly different – for instance, advice on how to get the most out of your car.

‘They really wanted to focus on information that was compelling and told consumers something they might not have known,’ says Gentile.

The columns will be updated a few times per week, says Jennifer Price, director, sales and business development at Sweetspot.ca. The section will be promoted by the publication through Facebook and Twitter. The program runs through September.