TD: Confidence Campaign

My Responsibilities:
Concept + Writing

The Ask
The TD Confidence Campaign is a major annual project. Every year, the goal is to top the previous year’s results. It’s all hands on deck and concepts go through rigorous testing before the client will even look at them.

The Win
I was delighted when one of my concepts aced the test and was selected to be rolled out with a hyper-targeted approach.

The Personalization
We crafted 100s of unique assets based on an array of in-depth consumer profiles to empower Canadians to take the next step in their financial journey.

Results

Once in market, the results surpassed all expectations, helping sell over $9 billion in assets for the bank.

The client gushed: “It’s doing so well, we might run it again next year.”

(Spoiler alert: For the first time ever, they did.)

Teamwork makes the dream work ✨

Agency: Diamond
ECD: Dave Stevenson
Sr Art Director: Chad Lesch
Sr Copywriter: Alison Petrovich