TD Bank: Becoming an investor

TD Canada Trust Bank ran Becoming An Investor, a campaign to attract millennial and Gen Z clients to its self-directed investment app.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

When it came to attracting Gen Z and Millennial investors, TD wasn't making the list. The bank had launched a new self-directed investing app a year earlier, but the campaign didn't resonate, and business results were below expectation, despite young investors jumping into the category like never before.

Our challenge was to get Gen Z and Millennials investing with TD's self- directed investing app. We focused on aspiring investors—those who were watching from the sidelines—and discovered that they don't see themselves as investors because they see investing...

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