Gamelancer Media Corp. (CSE:GMNG, OTCQB:GAMGF) announced that it has teamed up with one of Canada's largest financial institutions for the third installation in an engagement utilizing its TikTok network to create conversations about financial literacy amongst GenZ and young Millennials.
As with the first campaign, Gamelancer said original content production will again be created by its arm, JoyBox Media. The campaign, which is currently in production, will launch across Gamelancer Media's extensive owned and operated TikTok network and broadcast to over 31 million Gen Z and Millennial followers, with geo-location to Canada.
The activation is slated to be released in two parts, with the initial launch scheduled for late April and the second in August, the company added, saying each part of the six-figure campaign will run for eight weeks.
READ: Gamelancer Media partners with TikTok North America
"I grew up in Rexdale, in an environment where I wasn't offered the tools to build personal financial literacy, and as such, I struggled with saving and budgeting as a young man," Gamelancer Media chief creative officer Kamar Burke said in a statement. “As we approach producing our third financial literacy campaign, it warms my heart knowing we are creating content that allows us to start conversations about finance within marginalized communities.
“We historically have not had a seat at the table when deciding how financial institutions teach depositors about financial literacy, so it's incredibly humbling for me to lead production on such a groundbreaking effort.”
Original campaign
Gamelancer Media announced on July 12, 2022, that the creative process had begun on the initial financial literacy campaign, which officially launched in November 2022. The original campaign featured short-form video content curated to equip Gamelancer Media's predominantly Gen Z audience with the right information to make informed decisions about opening their first checking accounts, choosing the right credit card, and other personal financial choices.
The campaign was geo-located to Canada when broadcast and content were filmed with Gen Z creators and influencers from the Vancouver area. The company said the ongoing success of the initial activation led to growth in the category, allowing it to expand the financial literacy series to include creative plus distribution designed to engage new depositors.
The company said the Gamelancer creative plus distribution strategy has proven a powerful tool to engage and transact with Canadians on TikTok, adding that the financial institution has increased its budget for the current financial literacy campaign, surpassing its original six-digit budget by 60%. Campaign analytics on the first activation far surpassed expected key performance indicators, amassing over 500,000 more views and interactions than initially anticipated over the eight-week activation, leading to additional collaborations between Gamelancer and the financial institution.
Dating game
As with the first launch, Gamelancer said the financial literacy campaign will be positioned as a dating game. This time, however, it will include common law and married couples in addition to the previous campaign's 'blind dates'.
Equity and a focus on diverse talent from historically marginalized communities in a range of ages, professions, and relationship statuses, creating engagement through diverse and inclusive representation was at the core of the production strategy, the company said.
"It's a really tough situation for many of us right now. Given the negative impact of the pandemic and our current economic climate, it's more important than ever to encourage open dialogue amongst young people around financial literacy,” Gamelancer chief marketing officer Sam Park added. “We are so excited to share the amazing content we shot with content creators from all backgrounds in the form of education and entertainment."
Based in Toronto, Gamelancer Media is a media and entertainment company producing short-form video content for brands, which it broadcasts on its owned and operated TikTok, Instagram and Snapchat channels.
The company produces and distributes content across its 44 owned-and-operated channels, generating over 2 billion monthly video views and growing at a rate of 1.4 million new followers every month.
Contact the author at stephen.gunnion@proactiveinvestors.com