TD has introduced a series of Instagram video ads in support of its TD Music Access program, a customer-exclusive service that offers concert and merchandise discounts, VIP experiences and other special offers.
The campaign consists of three videos created by Diamond Integrated Marketing – a Toronto experiential agency that has done extensive work with TD on its various music programs. Starcom MediaVest Group oversaw media for the campaign.
“We know that #music is a really popular hashtag on Instagram, and TD is the bank of music and very proud of our commitment to music,” said Wendy Arnott, vice-president of social media and digital marketing communications at TD Bank Group in Toronto.
Built around the theme “Get closer to the music,” the 15-second videos use the #TDMusic hashtag and promote TD Music Access. One video, “Inside,” provides an inside view of various musical instruments as they’re being played, while “Lips,” shows a series of lips as they lip-sync to a song by the Juno-nominated band Hollerado.
TD is highly active in the social space, with more than 540,000 followers on Facebook and more than 72,000 on Twitter. On YouTube, its #TDThanksYou video has been viewed more than 20 million times, while its #MakeTodayMatter video has garnered more than 5 million views.
“We’ve got a big commitment to social media because we’ve found it be a terrific way to connect with our customers,” said Arnott.
The company is a relative newcomer to Instagram, which first introduced video advertising last year. Arnott said the intent is to connect with young adults who are active on the popular platform, which has more than 300 million global users.
She described the campaign as a “test and learn” opportunity for TD, as it seeks to determine the type of content that resonates with prospective customers. She described the company’s internal mantra regarding social programs as “start small, think big, scale fast.”
“All of this media has emerged so quickly, it’s common practice for us to seek out opportunities and find that place that aligns with our business objectives or where we can add value for our customers, and ramp up really quickly,” she said. “Most of them we’ve learned from and expanded, and hopefully this will be the same, because Instagram seems like a fabulous platform.
“It seems like a place we can more authentically be part of a conversation versus some others, where it’s a little more interruptive.”
TD has invested more than $67 million in music sponsorships since 2003, and is currently sponsor of the Juno Awards as well as more than 60 music festivals across the country, including jazz festivals in eight markets, the Live Nation Canada Concert Series and TD Echo Beach.