RBC is partnering with TikTok to engage with young Canadians and help them understand their emotional connections to money and finance. This strategy has resulted in a long-form content series called My Money Matters. It is the first time a Canadian financial institution has partnered with TikTok.
The series, which includes five episodes on topics like homeownership and debt is designed to be accessible and engaging, with each being approximately five minutes long. They will also be broken down into bite-sized segments.
The series launches Thursday October 17 and will run throughout the fall. It was created in partnership with TikTok and follows the experiences, learnings and feelings of young people when it comes to finances and money, while delivering a healthy dose of financial wellness. The talk show format features discussions with top creators that include Laura Whaley, Peter Nyguen and Ben Kielesenski.
Shannon Cole, Chief Brand Officer for RBC, says the bank wanted to bring the financial wellness discussion to youth in a way that was relatable, and that reflected and empathized with the very real challenges they face today. “This campaign aims to curb the anxiety around money in general and normalize candid conversations around finances. Rather than doing research through a website, young people want the information where they already are. So that was part of the communication strategies for doing a content series with TikTok.
“I think the content itself and the topics are important because they can be uncomfortable: people’s relationships with money, how they feel about money, if maybe they feel like they’re alone when they come to these issues, but first and foremost having a discussion and learning a bit more about what kind of resources they might be able to find around these topics.”
Cole is looking forward to the response to the first five episodes, and hopes the conversation could be continued in new episodes down the road.
She adds, “Banks can feel unapproachable but these topics are important, and it’s actually important for young people to empower themselves, educate themselves and feel comfortable talking about it. We’re trying to spark that dialog, and hopefully make them feel a little bit better about where they are in their financial journey.”