We developed a content syndication strategy that music labels have successfully leveraged for years with broadcasters and websites – music video premieres. With footage of acoustic sets by established jazz artists (and media budget of under $100,000), we provided exclusive access to this content as an incentive to our partner MSN. All placements were fueled by a laser focus to ensure that our target would enjoy this as content:• Paid media included the first Video Engagement unit on Msn.ca and re-messaging ads to remind consumers of the new jazz video content.• Owned media utilised the resources of MSN’s Entertainment channel, including navigation bar integration.• Earned media included a global first when the Bing homepage image was the Montreal Jazz Festival, with direct links to several of the acoustic video sets in search results. In a Canadian first, searching Bing Maps showed TD branding and links to Jazz Festival sites.

During this 8-week integrated campaign a total of 122m impressions were delivered across Canada, exceeding original estimates by more than double. The program delivered over 40m impressions in earned media alone. During the 2 days of the Bing Map and Homepage firsts, engagement with the brand campaign spiked significantly, demonstrating that TD had reestablished relevance with online customers.