In addition to sponsoring seven Olympians, TD Ameritrade also pledged to support seven Olympic hopefuls who may compete in 2018. We designed and developed a campaign microsite and took the reigns of TD Ameritrade’s social channels (Twitter, Facebook, YouTube and new Instagram presence). We developed a multi-pronged approach, encouraging consumer engagement and sharing exclusive, original content from the athletes in Sochi. Weekly Twitter sweepstakes generated engagement and hashtags by giving away autographed equipment. Our Studio team accompanied the athletes to Sochi to film their journey, creating photo and video assets that were shared through TD Ameritrade’s social channels.

Every mention of #ItAddsUp on social media helped Olympic hopefuls get one mile closer to Sochi and we generated more than 78,000 hashtag mentions. TD Ameritrade’s total social media audience grew by 12%, with a 44% increase on Twitter and a 12% increase on Facebook. We drove 128,000 sweepstakes submissions and 325,000 visits to the microsite. Our PR outreach about the campaign and the content we created generated 65 stories in print, online and TV outlets, reaching 97 million impressions. Coverage included an exclusive story in The New York Times and two broadcast features on the TODAY Show.