TD Ameritrade
TD Ameritrade
HUGE | SOCIAL COPYWRITING
#itaddsup
TD Ameritrade wanted to demonstrate expertise beyond trading and investing by showing how any financial goal can become achievable. With the spotlight on the 2014 Olympic and Paralympic Winter Games in Sochi, they partnered with Huge to create their largest-ever social media campaign.
#itaddsup shows how small actions, from a one-dollar deposit to an hour of practice, contribute to achieving the biggest dreams. We supported the idea with a microsite and a multi-channel social blitz that captured public interest along with mounting excitement for the Games themselves. (A sweepstakes to win autographed gear helped quite a bit, too.)
The campaign bridged the gap between virtual and personal by pairing seven young Olympic and Paralympic hopefuls with Team USA mentors. Each mention of #itaddsup on social got the young athletes one mile closer to Sochi, and made the public the driving force behind the campaign’s central idea. A team from Huge accompanied Team USA to Sochi, and kept the conversation going throughout the Games. We notched over 700 posts during the campaign, for a total of 97M impressions, 325K website visits, and a 44% increase in Twitter followers.
#itaddsup proved to be TD Ameritrade’s most successful social campaign to date – and contributed to their most profitable quarter ever.
The work earned a 2014 Financial Services Standard of Excellence from the Web Marketing Association, and a 2014 Clio Bronze – the first Clio won by Huge.