TD Bank leverages customer, employee voices

CHERRY HILL, NJ: TD Bank has developed an integrated campaign that focuses on the voices of customers and employees.

CHERRY HILL, NJ: TD Bank has developed an integrated campaign that focuses on the voices of customers and employees.

The “Bank Human Again” effort incorporates video, social media, a microsite, and advertising to highlight personal experiences and customer service at the bank. The initiative began this week and will run until June, with a possible extension throughout the rest of the year.  

CMO Vinoo Vijay said TD Bank's strategy of making customers and employees the stars of its campaign lends itself well to PR and social platforms.

“We were looking to get our story out in a way that felt as visceral as possible, both with customers and employees. The truth was we had something that was pretty distinctive in the way we think about customer experience and service,” he said. “Our use of celebrity spokespeople has worked fantastically over the past six years, but this was a great chance for us to highlight our core differences.”

TD Bank launched a microsite for the campaign that features videos of customers speaking about their experiences at the bank, photos, a map of branch locations, and TV ads. The vignettes have also been posted on social media channels, including Facebook, Twitter, and YouTube, and on LCD screens in stores to “combine the social element with the physical element,” Vijay explained.

TD Bank posted photos of the staffers who manage the company's Twitter handle on its Twitter page and will also share videos of them on YouTube.

“We wanted our customers to know it isn't a mystery Twitter handle; there are humans behind it committed to providing quality customer service,” Vijay said.

The bank also plans to film branch managers in each of its New York tri-state area locations talking about the stores. The videos will be posted on Google Places, so that when consumers search for a TD Bank location, they will be able to see employees discussing the stores.

TD Bank is leveraging customer testimonials to reach out to local and national media.

The bank handled most PR in-house, but Coburn Communications is assisting with media relations. Advertising and creative agency Tierney helped develop the advertising portion.  

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