Shining a light on Desjardins's youth initiatives with a 360 campaign.

After six weeks, the campaign generated a total of 184 million impressions and reached over 90% of Quebec’s population, as well as much of Toronto's.

Our analysis of the campaign's impact showed that people who saw one of its ads were 23% more likely to say that Desjardins was an organisation that supported youth. They were also 22% more likely to say that Desjardins was an organisation that helped young people reach their full potential and 19% more likely to say that it had a strong history of community involvement.

Post-campaign results showed Desjardins as particularly better positioned with parents. After the campaign, parents exposed to the campaign felt over 29% closer to the brand than those who weren't exposed. It was a huge lift—and the perfect indicator for this campaign's success.

What's more telling than parents feeling the care and support that Desjardins offers their children?