Case Study 1
What's Your What's Next :
TD Wealth Integrated Performance Campaign
Each year, TD Wealth aims to expand its share of the highly competitive investing market leading into the RRSP deadline. The Investors Confidence and Advice Program (ICAP) was developed to reframe TD’s wealth marketing approach—putting personalization at the center, with performance as the ultimate goal. The program tightly integrated creative development with media delivery, ensuring messaging not only resonated with audiences but also drove measurable results.
My Role:
As the lead strategist and program director of the TD Wealth campaign, I served as the program architect overseeing every aspect of this initiative. With a $3.7 million budget and a cross-functional team of 12, I planned and facilitated the full campaign roadmap, budget allocation, team resourcing and delivery for the full program lifecycle—everything from initial insight development and research validation to the multi-channel strategy and final execution. The campaign was strategically designed to integrate creative development with precision media execution, with performance and personalization embedded at its core.
Every element was crafted under my guidance to drive measurable impact across the full marketing funnel (awareness, consideration, and acquisition) during a critical investment season.
Executive Summary:
Overview:
The Wealth and Investment space has become increasingly competitive, with many brands shifting focus to low-fee, self-serve platforms. TD Wealth, as an established leader, aimed to shift the conversation from price to value.
With a diverse client base—from recent graduates to ultra-high-net-worth individuals—TD offers a wide range of wealth solutions: estate planning (FP), savings products for families (PS&I), and direct investing tools for new earners (DI).
The Challenge:
How do we deliver personalized, relevant messaging across multiple audience segments without launching separate campaigns for each?
The Solution:
Build a single, integrated program that dynamically matches audiences with the right message based on their specific needs—delivering personalization at scale and maximizing impact across all lines of business.
KPIs:
- Reach / Impressions
- Account Openings (across 3 Lines of Business)
- Assets Invested Under Management
What we did
The TD Wealth Campaign was strategically designed to integrate creative development with precision media execution, including performance and personalization at its core. Every element was built to drive measurable impact across awareness, consideration, and acquisition during a critical investment season.
Leveraging 15 detailed personas and three mass audience profiles, We created a purpose-driven Messaging Matrix to guide creative execution across lines of business. Messaging was tailored by life stage, financial goals, and motivational drivers and delivered through assets that were contextually relevant, emotionally resonant, and aligned to the product attributes.
Our flexible creative framework (“What’s Your What’s Next?”) allowed for agile message sequencing across channels. This was supported by synchronized paid and owned channel activations, optimized in real-time using machine learning tools (such as Persado), audience-triggered content delivery, and in-market performance testing.
Customer experience plans were mapped to each funnel stage, with clear KPIs and tactics aligned to move users through the journey. Dynamic retargeting, message sequencing, and engagement prompts were deployed to increase conversion efficiency.
The campaign ran across 20+ channels—including TV, print, social, digital video, and search—with platform selections and messaging cadence informed by persona media habits and path-to-purchase behaviors. This holistic approach enabled TD Wealth to scale personalization while optimizing for ROI.
Ultimately, the campaign outperformed benchmarks across business lines. It demonstrated the effectiveness of a data-led, customer-centric marketing strategy that unified creative, media, and analytics to deliver results at scale.
The Results:
The campaign delivered measurable impact across awareness, consideration, and acquisition, despite operating in a saturated market. By integrating digital advertising, influencer partnerships, OLV, SEO, and personalized CRM email, TD Wealth achieved a positive ROI across three distinct business lines. Social efforts strategically combined broad prospecting with persona-targeted OLV placements, driving notable engagement lifts on Facebook and YouTube. CRM emails were segmented by behavioral and demographic data, successfully converting interest into appointment bookings through urgency-driven messaging. Creative was personalized across 15 customer personas, resulting in consistently higher CTRs than generic content. Real-time analytics and audience insights guided ongoing optimization—improving cost-per-acquisition and informing spend reallocation through the campaign’s extension phase. Surpassing all internal benchmarks, the campaign reinforced the value of a disciplined, data-led, customer-centric marketing approach.
Account Openings: + ~315,000 new account openings across 3 lines of business
Assets Under Management: +$26B* |