Results: In addition to a digital media plan focused on driving broad exposure, TIL is supported via editorial promotion, PR (including a NY Times exclusive), and social media. Since October, there have been more than 2.8 million visits to the site and over 890,000 video plays, with a completion rate that is 54% higher than the financial industry average! Users show a high level of engagement and tend to spend 34% of their time consuming video content on the site.

Solution: Design a scaled, digital experience with high levels of content engagement and 100% brand share of voice, where individual investors could gain valuable insights by following stories of people just like them.The Invested Life is a first-of-its-kind online series where real people are paired with independent financial coaches to take control of their future. It’s an interactive experience from MSN, Generate, and our company, and is sponsored by TD AMERITRADE.Hosted by MSNMoney, TIL features over 1,000 pieces of content including videos, tools, and educational resources, encouraging viewers to engage with the cast, learn from their experiences and take action. Each “season” follows new investors as they educate themselves on topics ranging from college and retirement planning to smarter investing.

Challenge: In a dynamic, post flash-crash marketplace where consumers were still reeling from significant financial losses – and distrusting financial institutions – TD AMERITRADE wanted to explore innovative ways to provide guidance and empower investors to take control of their finance.

Objective: Bring something innovative and large-scale to market to emotionally and rationally connect with investors in a way that is compelling and true to TD AMERITRADE’s core brand values of transparency, value and objectivity.Key Insight: With distrust of financial institutions at an all time high, consumers were turning to other sources of information, including peers in large numbers, to help them make financial decisions. As a result, there was a sense of paralysis among consumers, and a catalyst was needed help them move forward.