Case Study: National Bank of Canada achieves 3x engagement and 33% follower growth while raising community awareness with LinkedIn Marketing Solutions

Using Sponsored Updates, National Bank of Canada raises awareness of its brand and highlights community involvement

National Bank of Canada, one of Canada’s largest integrated financial groups and the biggest bank in Quebec, needed to stand out in a crowded market by raising awareness of its community programs and shaping its brand reputation beyond product promotions. Previously using LinkedIn Display Ads for product offers, the bank wanted more engagement and social sharing to highlight events and charitable work.

The bank used LinkedIn Sponsored Updates to target audiences with community-focused content (e.g., museum membership offers and a $500k donation to a breast cancer foundation), tailoring messages by location and language and iterating creative based on performance. Over an eight-week campaign the bank achieved three times the average LinkedIn engagement rate and clickthrough rate, and gained roughly 1,700 new non‑employee followers (a 33% increase).

National Bank of Canada

Philippe Santerre

Advisor for Brand Management and Interactive Marketing