Rooted In

A Marketing Story by Mirrorball about TD

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Increase Brand Awareness

Challenge

TD Bank wanted to bring its national “Rooted In” campaign to life on a local level, with a human-centric approach that celebrated those making an impact in their communities. Our challenge was threefold: to bring help and awareness to NYC parks; to engage and inspire connection between the brand and consumers; and to create positive, lasting memories for community leaders.

Solution

Mirrorball created, planned, and executed events across parks in each of New York City’s boroughs, shining the spotlight on each space and its local heroes. Our unique, family-friendly activations featured mini-golf, an “Plinko for the Parks,” sustainable vegetarian cooking, and a tea stand using ingredients found in the parks. We helped guests celebrate and connect to their local spaces through tree plantings, charitable donations, and community outreach.

Branding Strategy

Results

Nearly 3,000 guests took part in our activations across the city, generating nearly $6,000 in Plinko donations and $100,000 for the legacy projects. The #RootedInNYC campaign, which encouraged visitors to share how they are rooted in their community, generated over 3 million impressions across social media.