The Globe and Mail
A financial empowerment campaign that made Canada’s most trusted news source feel personal, practical and urgent.
THE IDEA
Invest in You: A campaign that reframed financial news as a tool for everyday progress.
We launched a digital campaign built around the idea that the smartest investment you can make is in yourself. Through targeted video, social, and display, we connected The Globe’s trusted insight to moments that matter, from job hunting to debt management to navigating housing. Headlines were direct, empowering and grounded in the reality of a post-pandemic economy.
A
Where the audience is headed
Financial empowerment is becoming a daily necessity.
Rising costs, stalled wages and economic uncertainty have made personal finance a constant worry for younger Canadians looking for guidance about rent, savings, debt and planning. The Globe had the insights that could help, but not the relevance to reach this audience.
B
Where the brand is headed
From the paper of record to a tool for everyday financial decisions.
The Globe and Mail is one of Canada’s most trusted institutions, known for deep reporting and economic expertise. But for many Canadians, especially younger ones, it felt irrelevant to everyday life. The brand needed to shift from being perceived as a news source for the elite to a daily tool that helps all Canadians make smarter life decisions.
C
Where the culture is headed
Life’s biggest milestones are increasingly financial.
Whether it’s moving out, starting a family or switching careers, every life decision now comes with financial weight. We positioned The Globe as a source of clarity and confidence in an unpredictable world. A credible ally in the pursuit of progress.
+3% lift in brand favourability among new audiences.
86% online video completion rate showing strong engagement.
17.6M media impressions that delivered unmatched visibility.