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Company: Forbes, Jersey City, NJ
Company Description: Forbes champions success by celebrating those who have made it, and those who aspire to make it. As the world's biggest business media brand, Forbes engages more than 140 million people every month online, on social, in print, and through events.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Financial Products & Services
 Nomination Title: Business Banking Custom Content Series with TD Bank
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
September 13, 2021
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 110 words used.
TD Bank is known for going the extra mile for its customers by offering personalized and convenient banking. In 2021, TD Bank wanted to drive awareness of the brand’s Commercial Bank (Small Business through Middle Market) while continuing to position itself as a trusted leader in banking solutions. And it wanted to get that message in front of individuals working within small to midsize businesses who needed financial solutions they could depend on. The bank knew they could trust Forbes to deliver to their target audience, as well as provide a reputable platform to develop and distribute high-impact content to showcase thought leadership and drive consideration for the Commercial Bank.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 239 words used.
TD Bank and Forbes collaborated to distribute a three-part custom content series showcasing TD Bank’s expertise, depth of banking solutions and industry knowledge. The series focused on a set of key themes that are integral to small business through middle-market companies: the relevance of payment trends, the importance of liquidity and the role banks play in business expansion. The first article was launched in conjunction with TD's Small Business Month Campaign to help bring awareness to the special offers. But the secret ingredient to TD Bank’s media strategy? Tapping Forbes’ global audience of 150M+ and using its BrandVoice platform and custom ad space to get the series in front of the right audience.
TD Bank published three thought-provoking Premium Posts via Forbes' BrandVoice platform throughout 2021. The content was designed using custom illustrations, and the tailored messaging aligned with TD Bank's trustworthy and knowledgeable brand. At the same time, the distribution strategy situated the content series in front of the bank's target audience. TD Bank benefited from featured site navigation, article stream distribution, 100% SOV on the article page, and custom FluidXL ads surrounding its content.
Plus, with co-branded ads running across Forbes.com [REDACTED FOR PUBLICATION] and 100% SOV of the ad space surrounding the BrandVoice content for the duration of the campaign, TD Bank efficiently drove readers to their content on Forbes.com as well as TD Bank’s site to learn more.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 244 words used.
Three posts and over three million brand impressions later, TD Bank’s content campaign delivered on its objectives [REDACTED FOR PUBLICATION]
Readers across the branded content series were 15.3x more interested in TD Bank, 9.4x more interested in digital payments and 3.2x more interested in payment processing than the average Forbes user (based on data from Quantcast & Bombora). Plus, 39% of readers were more likely to have a graduate school education and 68% more likely to have an HHI of $150K.
The data was backed by real people, too. Business owners and leaders [REDACTED FOR PUBLICATION] engaged with the content—illustrating the value they found within the piece.
[REDACTED FOR PUBLICATION]
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Each post received well over 100k views and exceeded page view guarantees by over 9K
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Users interacted with the digital units across Forbes 3.5x more than the industry average
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Co-branded and TD branded Fluid XL Ads had an average CTR 1.5x higher than the Forbes benchmark
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The average time spent on the third article, 3 Tips For Making Sure Your Business Has Enough Cash was 57 seconds (21.4% above Forbes’ benchmark)
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TD Bank’s search referrals exceeded the Forbes’ benchmark by 2.2X
The data says it all—this content marketing campaign successfully drove awareness of TD Bank’s Commercial Bank while showcasing its industry expertise to their target audience.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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