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.
