TD Bank gave 24 customers up to $30,000 each to make a difference in their communities. But they had just 24 hours to make it happen.
With help from branch managers, TD selected customers in Canada and the U.S. who were known for their good deeds in the community. A four-minute video called “#MakeTodayMatter” shows surprised customers being told they’re getting the funds and working on the projects of their choosing.
Those featured in the film include Edwin, an elementary gym coach from West Palm Beach, Fla., who equipped a struggling football league with gear; Michael from London, Ont., who helped create a more accessible home for a neighbour in a wheelchair; and Valerie who organized a gala for foster children in Philadelphia to show the girls they’re important and beautiful.
“We wanted to find a way to realize the dreams of our customers and help bring their great acts in the community to life with resources that they would not have otherwise had,” said Chris Stamper, senior vice-president of corporate marketing at TD.
“With the season of giving upon us, it was really a chance to say, ‘if you had a way to do something, and you had extra dollars to do it, what would you do?’ and actually make that happen for them.”
The four-minute video garnered more than 3.5 million views on YouTube in just over a week. The campaign website, MakeTodayMatter.td.com, features the stories of all 24 gift recipients, as well as tweets people have been sharing about how they #MakeTodayMatter.
“There’s a pay-it-forward aspect as well… encouraging and inspiring others to find ways to make today matter in their communities,” said Stamper.
TD’s last good-deed marketing effort, the “Automated Thanking Machine” video was a viral success, racking up more than 18 millions on YouTube since July. The company set up “Automated Thanking Machines” and pre-selected customers were given personal, meaningful gifts from the “talking” ATMs.
“We stand for legendary experiences and comfortable banking, so [these campaigns are] a way to deliver both of those,” said Stamper.
TD worked with Leo Burnett, Diamond Integrated Marketing and H+K Strategies on both campaigns.
