Boomers represent the largest segment of BMO’s banking customers, but they are quickly retiring and preparing to leave the workforce. The brand needed to connect with millennials, a generation that’s facing more difficulties than others. So BMO partnered with Vice to launch a financial vertical that saw the team build more than 60 pieces of content tackling the questions millennials were asking around finances. Performance tracking allowed the team to track potential customers based on specific financial areas of interest and then engage them with relevant Vice Money content and ads. The branded content saw a 306% higher read time, with a total of 1.3 million video views.