Case Study 2
My Type Of Banking: TD Celebrate's Gen Z’s individuality with personalized banking.
TD had witnessed a steady decline in student account sign-ups over five years, compounded by a spike in attrition once students reached the age of majority. This trend jeopardized future growth, so reversing it was non-negotiable. The goal? A bold but achievable increase that aligned with TD’s historical performance and market potential.
We knew Gen Z didn’t want just another bank—they wanted one that understood and reflected who they are. Our solution was a three-pronged strategy: digitized outreach, influencer-driven credibility, and on-campus activation. Online ads and social content spoke directly to student life, while trusted influencers shared authentic stories. Meanwhile, campus pop-ups and events created real-world touchpoints. The result was a dramatic turnaround—student account openings reversed course and grew, reversing years of decline.
This campaign worked because it wasn’t superficial. We connected with Gen Z on channels that matter and spoke their language—emotionally and literally. In-person and online strategies reinforced one another, proving that genuine engagement with younger audiences demands depth.
My Role:
As the lead program and account manager, I was responsible for overseeing the end-to-end development and execution of a fully integrated, multi-channel campaign. I led the strategic planning process, translating insights, audience research, and performance data into a cohesive campaign roadmap that aligned with both business goals and audience needs.
I managed cross-functional teams across creative, media, CRM, digital, and experiential workstreams—ensuring alignment, clear communication, and seamless execution from kickoff through to launch. I was accountable for managing timelines, deliverables, and budget oversight, while also serving as the central point of contact for key stakeholders and partners.
Throughout the campaign, I worked closely with analytics and media teams to monitor real-time performance, applying optimizations across platforms to improve ROI and drive measurable outcomes. My focus was not only on delivering strong results, but also on creating a collaborative environment that fostered innovation, strategic thinking, and high-quality execution at every stage.
Executive Summary:
Overview
TD faced a critical decline in student account sign-ups, a trend driven by shifting behaviors among Gen Z. As digital-first banks gained traction through bold messaging and seamless mobile experiences, TD needed to reassert its relevance among young Canadians. Our objective was to reverse the decline, rebuild trust, and position TD as a brand that truly understands and supports the next generation of banking customers.
Challenge
Over five years, TD’s student account acquisitions had dropped significantly. This wasn’t just a product issue—it reflected a cultural shift. Gen Z was no longer following their parents’ financial footsteps; only 30% considered using the same bank. Instead, they were drawn to brands that reflected their values, lifestyle, and digital fluency.
Trust in legacy institutions was also eroding. Broad, one-size-fits-all campaigns failed to resonate with a generation that craves authenticity and personalization. Gen Z didn’t want a bank—they wanted a brand that understood their aspirations, anxieties, and how they think about money in a world where financial confidence is fragile.
Solution
To re-engage this audience, we didn’t just launch a campaign—we built a brand experience rooted in empathy and reinvention. Our strategy focused on meeting Gen Z where they are: culturally, emotionally, and digitally.
We immersed ourselves in their world, reframed our messaging to reflect their values, and delivered content that felt made with them—not just for them. From narrative development to media targeting, every touchpoint aimed to foster connection over conversion.
The result: a platform designed to reestablish TD as a trusted partner—not just for their financial goals, but for their life goals.
KPIs:
- Reach / Impressions from Influencer Campaign
- Acquisition in Student Account Openings
- Click through rate (CTR) & Cost per Acquisition (CPA)
What we did
The “My Type of Banking” campaign was a bold step toward redefining how TD engages Gen Z. With a deep understanding of their values, digital habits, and financial outlook, the campaign was designed not just to sell banking products, but to build meaningful relationships grounded in authenticity, relevance, and trust. At the heart of the campaign was a flexible creative framework that allowed us to connect real student experiences with specific TD banking solutions. Using the phrase “My type of ___,” we created a modular storytelling platform that could adapt to different audiences and media, consistently linking Gen Z’s everyday realities to financial tools that support their goals.
Execution spanned digital, influencer, and experiential pillars. Content was delivered on Gen Z’s preferred platforms—TikTok, YouTube, Instagram, and Twitch—through engaging, mobile-first formats that made complex banking topics feel accessible and real. We partnered with influencers whose lived experiences mirrored those of our audience, transforming personal financial stories into trusted narratives of empowerment and discovery.
On campus, experiential activations extended the campaign offline, creating immersive, face-to-face brand interactions that brought our message to life and sparked authentic engagement.
Every creative and tactical decision was backed by a strategic messaging matrix, dynamic media planning, and performance-driven optimizations. We continuously adapted based on real-time feedback and platform engagement, ensuring our communications remained fresh, relevant, and effective. From search visibility enhancements to content refinement, every element worked toward one goal: building a lasting connection with Gen Z. The result was a cohesive, multi-dimensional campaign that not only captured attention but built affinity—elevating TD’s position as a trusted partner in Gen Z’s financial journey.
The Results:
The “My Type of Banking” campaign exceeded expectations in a highly competitive market. Aiming for a 15% increase in student account openings, we achieved a remarkable 48% lift—driven by 375 million impressions and deeply resonant creative tailored to Gen Z. Digital engagement was equally strong, with TikTok and Instagram efforts generating 27 million clicks, proving our ability to break through a saturated digital banking landscape and connect meaningfully with our audience. Influencer marketing was a key performance driver, delivering high-impact storytelling at scale and optimizing spend. The campaign achieved an efficient cost per acquisition of $8.94—well below the $15 target—maximizing ROI while building trust and brand relevance among young consumers.
These results confirm the effectiveness of our personalized, multi-channel strategy. More than just reaching Gen Z, we moved them to act—securing TD’s leadership in the student banking space and setting a new benchmark for how traditional banks can engage the next generation.
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