Challenge
Each year, TD celebrates Customer Appreciation Day to show customers how much they care. In 2018, TD wanted to celebrate Customer Appreciation Day while promoting TD’s Ready Commitment values.
Solution
We turned banking into thanking by allowing TD employees to nominate customers as hometown heroes. We celebrated the selected heroes and provided additional funding for their important causes to help them make a real difference in our communities. TD Thanks You is an example of how marketing can do good for the world while also doing good for the bottom line. Seeing TD make a difference in the lives of real people is why consumers love this campaign. TD’s message, and that of their customers, was delivered through multiple channels by pushing format-specific edits for Facebook, YouTube, Instagram, Twitter and TD’s campaign microsite. We shared our heroes’ stories and surprised them with cheques to go towards their causes to help them continue doing great things. We made sure they knew how valued they are as inspiring TD customers. Then for one great day, on July 27, TD thanked customers across the country with special events hosted in every branch. We made sure that every customer felt special and further highlighted local heroes on a micro level in their own town or branch.
Results
We helped TD celebrate 60 hometown heroes, achieved millions of views within the first two weeks of launch and quickly became the #1 top performing video in July of 2018.
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