Creating The Go-To-Market Playbook For A New Challenger Brand

The Challenge

After spending over a year developing the new proposition, the Fintech platform and one of Canada's top 5 banks crafted a high-level Go-To-Market (GTM) strategy for launching a challenger brand, targeting the Greater Toronto Area.

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However, they sought a team of fintech marketing experts to create an extensive GTM playbook using a proven, more dynamic approach.

The Solution

Our fintech marketing experts reviewed the existing research results and did a workshop to fill in knowledge gaps and deep-dive into the existing strategy.

To go beyond the Toronto area and after specific SMB segments, we took an online approach consisting of paid media (social & search). We expanded the campaign to the 10 largest cities in Canada.

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We implemented a bespoke GTM strategy, ensuring a lower Customer Acquisition Cost (CAC) than initially projected.

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The GTM campaign used a mix of influencer marketing, social media advertising and UGC to deliver a more challenger-style approach compared to the OOH-heavy one the Canadian bank has traditionally used.

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The Result

The two brands leveraged our fintech experience and tailored consultancy service to get a dynamic GTM strategy. This allowed them to launch across more territories, at a lower CAC, to the segments they wanted to reach.

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Taking a nationwide approach instead of a local one gave them the flexibility to test messaging, move the budget to better-converting platforms and reach a more digitally-native audience.