the story behind the automated thanking machine

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Demonstrating our Customer Service Leadership #TDThanksYou

Chris Stamper SVP Corporate Marketing TD Bank May 2015

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TD Bank- Who We Are

Building for the Future

22 million Customers

85,000 Employees

2400+ Points of Presence

6th Largest bank in North America

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Comfortable Customer Experience

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US:

Legendary Experience Commitment grounded in

Convenience & WOW!

A more human banking experience

Bank Human

Canada:

We create legendary service experiences and

solutions.

We go the extra mile to better understand the

needs of our customers.

Banking Can Be This Comfortable

Our Position

At TD, we exist to find ways to make people’s live more comfortable.

Our AMCB Brand Position North American Brand

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Learn

Service

Advocacy

Buy

become aware of the brand

research the brand

interact with the brand

offer a testimonial

get a brand recommendation

The Engaged Customer Journey

Traditional media

Social media

Awareness

The Customer Journey is Changing

#TDThanksYou – Play Video

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Thanking our Customers | #TDThanksYou

Our Goals

•  Show how much we appreciate our customers

•  Create a two way conversation with our customers

•  Make our employees proud of where they work

•  Provide our audience with shareable digital content to keep the conversation going

The making of -- June 24 to July 24, 2014

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Turned an ATM into an Automated Thanking Machine

Worked with branch managers in 4 cities to select special customers they knew

Created and captured authentic, personalized Thank You moments on film

Edited six days of filming into 3:57 minutes of heartwarming video story

Social Media team engages directly with people in social to influence word of mouth sharing

Mobilized a strong team and laid out a detailed plan

Fully Integrated Channel Execution

2pm EST "Surprise & Delight" +16,000 in Branch +700 On-line +550 on Phone

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Compelling Creative Across Touch-points

Over 35% reach in both traditional and online/social media with very strong 5.2% click throughs

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#TDThanksYou Video Performance

20.7MM    Views  

28,649,120  Minutes  Viewed  

17  K  +  Shares  

48  K  +  Likes  

90  +  Media  stories  

7  MM  Twi@er  Impressions  

Exceptional Social Presence & Reaction

n  Campaign generated 9.0 MM national video views in only 18 days

n  Inspired more than 20,000 social media conversations with overwhelmingly positive and neutral sentiment in both US and Canada –  Almost 4,000 reactions were observed that featured

messages of brand advocacy, business building opportunities (i.e. switching), employee engagement and loyalty from existing customers

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Strong External Amplification

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#TDThanksYou – Play Highlight Video

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Genuine Intent

We really wanted to thank our customers.

Think Digital First

Create shareable, authentic, emotional content

Leverage paid, owned, and earned marketing strategies

Think about on-going conversations

Lessons Learned

Fun with the ATM and #TDThanksYou

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THANK YOU!

Chris Stamper, Senior Vice President Corporate Marketing

@ChrisStamper_TD