Rabobank

Scroll down to see how this strategy translated into content. All content is in Dutch.

Challenge:
Rabobank is one of the Netherlands’ largest banks, but for many younger people it is simply the bank they grew up with, not one they actively choose. The challenge was to shift that perception and make the brand feel more relevant within a younger, more culture-driven social landscape.

Outcome:
Content consistently outperformed earlier brand output, helping Rabobank build a more relevant and engaging presence among younger audiences.

Strategy:
I developed and pitched a series of social-first content concepts designed to make Rabobank feel more modern, approachable and part of everyday conversation. The strategy focused on meeting younger audiences where they already were, using content formats and topics that felt native to the platform rather than overly corporate or instructional.

Execution:
Working with well-known Dutch creators, we produced a mix of formats including trends, sketches, street interviews and infotainment, all rooted in relatable money topics. Because the brand operates in financial services, the work had to strike a careful balance: engaging and culturally relevant enough to earn attention, while remaining responsible, compliant and clearly distinct from financial advice.

Why it mattered:
The result was a more contemporary and relatable social presence that helped move Rabobank from being a familiar name to a brand younger audiences could more actively connect with. It showed that even within a highly regulated category, social content can still feel relevant, human and platform-native.

Client:
Rabobank, in collaboration with Dentsu Creative Amsterdam.