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Challenge:
It’s difficult to save when you have a mortgage, household bills, university tuition for your children — the list goes on. In 2011, the Canadian personal savings rate was slipping and TD Canada Trust wanted to educate Canadians on the importance of saving and help them find ways to save more through automatic savings programs.
Strategy & Execution:
To better understand the challenges Canadians face when it comes to saving, TD Canada Trust commissioned a survey that provided a comprehensive look at the state of Canadians’ savings, including their habits, attitudes and knowledge on saving in the current economy. The report revealed that more than half (54%) of Canadians find it a real struggle or impossible to save and 38% admit they have no savings. The results of the research were used to inform the campaign’s strategy and develop everyday financial advice for Canadians.
The campaign launched in April 2011, and the media relations tactics included national and regional news releases, a social media release and a report on research key findings that was available for media to download online.
Results:
The release generated 281 stories and almost 75 million impressions across Canada
Top-tier coverage included the National Post, The Toronto Sun and other Sun Media publications, CTV, BNN, CBC TV and radio stories from coast to coast
A convenient way for journalists to secure more details about the statistic-heavy report, the English social media release received 824 unique and 54 returning visitors, including some of Canada’s most respected news outlets.