This Christmas has seen a number of fantastic marketing campaigns across the UK, ranging from the elegant Marks and Spencer campaigns to the coveted John Lewis TV ad.
It is not just the UK’s marketing industry that has excelled this winter either, as a number of engaging and innovative campaigns have emerged in the US.
The last few months of the year, or “the fall” as Americans refer to it, represents the perfect opportunity for companies to promote their products and services, with Thanksgiving right next to Christmas in the calendar.
However, not all of the marketing campaigns we have looked at in the US have truly hit the mark. It is clear that some initiatives have worked much better than others, but one campaign that truly works is TD Bank’s #MakeTodayMatter project.
TD Bank gets in the Christmas spirit
#MakeTodayMatter has encouraged Americans to create dreams for their friends and family. In areas ranging from Vancouver to Halifax, people had 24 hours to bring their best ideas to life.
TD Bank chose 24 customers with charitable concepts and gave them the money and resources required to make their ideas a reality. These included Edwin, a gym coach from Florida who was able to give football gear to a struggling league, and Michael from Ontario, who helped to create a more accessible home for her neighbour.
Other examples were Valerie, who organised an inspiration gala for girls in Philadelphia, and Heather, who introduced a community transport program and a new bus to Nova Scotia to enable local people to travel around their community with more ease.
Mike Pedersen, Group Head US Banking and President and CEO of TD Bank, said: “It’s the season of giving and the perfect time to help make tomorrow a bit brighter for people in our communities.
“We’re constantly amazed by the great things that our customers do for their communities, and know that many of them have even bigger dreams, but aren’t able to make them a reality. #MakeTodayMatter is about helping them bring their ideas to life and truly inspiring change.”
Tim Hockey, Group Head Canadian Banking and President and CEO of TD Canada Trust, explained that a recent study by the bank shows that 70 per cent of people are inspired to give back when they witness a good deed.
“We hope that by sharing some of the magical giving moments it will encourage others to find their own way to make a real difference for people in communities across North America,” Mr Hockey explained.
Crossing over to social media
As well as putting together a captivating video showing some of the good deeds carried out by Americans, the #MakeTodayMatter hashtag has proven to be popular on Twitter, with thousands of tweets relating to the campaign.
Many of the people and companies involved in the project have also used Twitter to speak about the campaign, helping to increase its social reach even further.
By engaging people through video and social, TD Bank have been able to highlight the spirit of Christmas, improve their brand image and promote their services in the process.
Posted by TD Bank has increased its reach in the US with an exceptional new marketing campaign.