Background

When cannabis was legalized in Canada, many cannabis companies
needed guidance on how to navigate the business world.

Fortunately, Deloitte has a practice that specializes in cannabis.
They just needed to get the word out that they were there to
support these companies.

When cannabis was legalized in
Canada, many cannabis
companies needed guidance
on how to navigate the business
world.

Fortunately, Deloitte has a
practice that specializes in
cannabis. They just needed to
get the word out that they were
there to support these
companies.

The Brief

C&B was asked to retool RBC’s Employee Value Proposition to better reflect the current realities of employees and the broader labour market in the wake of historically low unemployment rates.

We were tasked with following this up with the creation of a new employer brand platform and broad recruitment marketing campaign to attract better talent, rebuild company morale, and decrease attrition rates.

RBC wanted to attract
better talent, rebuild
company morale, and
decrease attrition rates.

C&B was tasked with
coming up with a new
employer brand
campaign that:

The Brief & Insights

Deloitte needed to subvert their reputation as
mainstream, old-school, and uptight.
Deloitte wanted to be seen as the best choice
and best partner for the cannabis space.
The multi-media campaign needed to inform and
engage without sacrificing entertainment value.

Deloitte needed to subvert
their reputation as
mainstream, old-school,
and uptight
Deloitte wanted to be seen
as the best choice and best
partner for the cannabis space
The multi-media campaign
needed to inform and engage
without sacrificing
entertainment value

C&B was tasked with coming up with a new employer brand campaign that:

Reimagined their Employee Value Proposition
Invented a tagline that worked seamlessly with RBC’s Unifying Advertising Expression
Ideas Happen Here.
Come up with a new employer brand platform and broad recruitment
marketing campaign that inspired and excited existing and potential employees, alike.

Reimagined their Employee
Value Proposition
Invented a tagline that worked
seamlessly with RBC’s Unifying
Advertising Expression Ideas
Happen Here.
Come up with a new employer
brand platform and broad
recruitment marketing campaign.

Insights

C&B uncovered the following insights through our research:

The Great Resignation and the War for Talent forced RBC to reimagine the complex relationship between employer & employee and work & life.
What was attractive about RBC is that it offered employees interesting opportunities and possibilities on one hand,
and stability and security on the other hand.
Employees wants and needs differ from person to person and change over time.
Employees are looking for careers that fit their lives and lifestyles.

The Solution

Our solution started with reimagining RBC’s Employee Value Proposition.

To focus our campaign, we started by dividing employees into five
categories that coincided with their phase of life and stage of career.
‍
This allowed us to personalize and better target content.

We focused our campaign by dividing employees into
five categories that coincided with phase of life and career stage.
‍
This allowed us to personalize and better target content.

The Solution

We created Brave New Market, a multi-pronged campaign that mixed documentary videos,
podcasts, and written blogs / articles to put Deloitte in the middle of the cannabis conversation.

We created Brave New Market,
a multi-pronged campaign that
mixed documentary videos,
podcasts, and written blogs /
articles to put Deloitte in the middle
of the cannabis conversation.

MICROSITE

The campaign began with the creation of a microsite. It showed the audience that Deloitte
understands the legal weed world and the tricky world of government regulation, taxes, and financing.

The campaign began with the
creation of a microsite. It showed
the audience that Deloitte
understands the legal weed world
and the tricky world of government
regulation, taxes, and financing.

DOCUMENTARIES

The branded content that we
created prioritized entertainment,
while telling the story that Deloitte
has been engaged in the industry
since talks of legalization began.

The branded content that we created prioritized entertainment, while telling the story that
Deloitte has been engaged in the industry since talks of legalization began.

PoDCAST

We created a host-driven podcast
series that prominently featured the
leads of Deloitte’s cannabis
practice. The podcast featured
discussions between the host,
Deloitte partners, and industry
leaders discussing all aspects of the
cannabis industry.

We created a host-driven podcast series that prominently featured the leads of Deloitte’s cannabis practice.

The podcast featured discussions between the host, Deloitte partners, and industry leaders
discussing all aspects of the cannabis industry.

ARTICLES

Finally, we created quick-read
articles for readers to gain a fresh
perspective on some of the issues
companies should consider as they
prepare to thrive in the cannabis
industry of the future.

Finally, we created quick-read articles for readers to gain a fresh perspective on some of the
issues companies should consider as they continue to evolve.

This included the creation of a visual style guide, icons, and templates that have
been rolled out across the enterprise and is used to guide all external-facing
recruitment efforts and internal-facing employee engagement efforts.

3. The Virtual Reality Experience

The next hurdle was teaching participants how to recognize their own mental and physical health issues,
and embracing new habits that would help them lead healthier and happier lives.

The solution was gamifying the lesson through a VR experience. Using a Meta Oculus headset,
participants learned how their own choices affected their overall health.

The group was also introduced to meditation and other mindfulness techniques.

The next hurdle was teaching
participants how to recognize their
own mental and physical health
issues, and embracing new habits
that would help them lead healthier
and happier lives.

The solution was gamifying the
lesson through a VR experience.
Using a Meta Oculus headset,
participants learned how their own
choices affected their overall health.
The group was also introduced to
meditation and other mindfulness
techniques.

4. The Graphic Novel

The lessons from the VR experience and animated movie were distilled into a
graphic novel that participants kept as a resource.

The graphic novel mixed entertainment with helpful tips in order to make it a
reference book that they’d actually read, use, and hang onto.

The lessons from the VR experience
and animated movie were distilled
into a graphic novel that participants
kept as a resource.

The graphic novel mixed
entertainment with helpful tips in
order to make it a reference book
that they’d actually read, use, and
hang onto.

Digital and Social

We created the copy, photography, and layout for
LinkedIn, Instagram, and Google banner ads to drive
visits and applications on RBC’s career site.

We created the copy, photography,
and layout for LinkedIn, Instagram,
and Google banner ads to drive
visits and applications on RBC’s
career site.

Out of Home

We created an out-of-home campaign in
targeted locations to reenforce the idea that
RBC is an ideal destination for top talent.

We created an out-of-home
campaign in targeted locations to
reenforce the idea that RBC is an
ideal destination for top talent.

Documentary Film &
Animated Storytelling

To help bolster application numbers for other
RBC business divisions, C&B developed a series
of documentaries and animated shorts that told
real stories of real RBC employees.

CONTENT MARKETING CAMPAIGN

The Brief

Background

The Brief

The Brief & Insights