TD Wealth Investor Confidence and Advice Campaign

Challenge:
TD Wealth needed to capture the attention of Gen Z and Millennial investors, a demographic traditionally disengaged from wealth management messaging. With competition rising in the investing space, the goal was to position TD Wealth as a trusted, approachable leader while driving new customer acquisition and boosting digital engagement.

My Role:
As Creative Lead, I spearheaded the creative strategy and execution across META (Reels, Stories, In-Feed) and TikTok, ensuring platform-specific relevance and engagement. I collaborated closely with cross-functional teams, including media partners and internal stakeholders, to align creative outputs with business objectives and deliver results on a fast-paced timeline. Additionally, I cast and directed on-screen talent, ensuring authentic, relatable performances that resonated with our target audience.

Strategy & Execution:

Platform-Specific Storytelling: Developed unique creative tailored to META Reels and TikTok, focusing on snackable, educational content that demystified investing for a younger audience.

Cultural Relevance: Tapped into the viral #GirlMath trend by creating a branded twist—#GoalMath—to promote TD's new 'TD Goal Builder' product. This strategic cultural alignment allowed us to engage audiences already immersed in the conversation and reframe financial planning as achievable and fun.

Data-Driven Insights: Leveraged audience behavior data to refine messaging and optimize A/B testing, driving higher engagement and resonance.

Agile Collaboration: Led creative development while collaborating with internal media teams and external platform partners to ensure alignment on performance goals and audience targeting.

Results:

Achieved META’s first-ever #1 Share of Voice for TD Wealth, outperforming competitors across key digital platforms.

Delivered the most successful ICAP campaign in TD Bank’s history, with significant increases in new-to-investing customers and engagement rates.

Successfully capitalized on a cultural moment by integrating the viral #GirlMath trend into branded content, driving organic reach and enhancing campaign relevance.

Exceeded KPIs while maintaining budget efficiency and on-time delivery despite complex stakeholder needs and rapid timelines.

What I Learned:
This project reinforced the power of platform-native storytelling and cross-team collaboration in driving measurable outcomes. It also deepened my expertise in delivering high-performing creative under tight timelines, while optimizing content for audience engagement through data-backed decision-making. Furthermore, aligning with cultural trends like #GoalMath demonstrated how timely, audience-centric creative can amplify reach and drive deeper brand engagement.

What Partners Say:

"Under Jaime’s leadership, the creative team developed social videos that drove record-breaking business & marketing results. From ideation to post-production, Jaime demonstrated incredible leadership, partnership, and creative thinking to make the campaign a success. She is an absolute pleasure to work with and I would trust her with any creative project again."— Senior Manager, TD Wealth Marketing

"Jaime’s creativity, vision, and leadership have been instrumental in driving our projects to new heights. Her ability to conceptualize innovative ideas and translate them into compelling visuals is truly remarkable. Jaime’s open-minded approach and strategic thinking have led to outstanding results, making her a true leader and creative genius."— Account Manager, TD In-House Agency (A361)