TD wants you to take a #housie

The bank's spring mortgage season campaign is all about Canadians celebrating getting that loan.

Housie

Get your selfie stick ready. Or should we call it a housie stick?

For its new spring social media campaign, TD is asking Canadians to share their “housies” – 360-degree videos of themselves in their favourite spot of their home, shared on Instagram or Twitter and added to a microsite the bank has developed.

“When we thought about the spring mortgage market, one of the key insights that came out is – especially for first time home buyers in particular – it’s a major accomplishment to get that first loan,” says Theresa McLaughlin, SVP and CMO for Canadian Banking at TD. “It’s kind of a milestone in your life.”

Though originally aimed mainly at first-time buyers, the campaign has seen traction from other as well, she says. “People use selfies to celebrate milestones all the time, and this was just another great way for us to celebrate with our customers something that was important to them.”

Working with agency Mirum and media buyer Starcom on promoted Instagram posts and tweets to help seed the #housie trend, the bank has also worked with influencers, including Toronto Blue Jays player José Bautista and Toronto Maple Leafs’ player Joffrey Lupul to share their own videos. TD will be hosting Twitter parties throughout the month to help grow the campaign and will also be distributing selfie sticks, branded as “housie sticks” in select branches.

The #housie microsite doesn’t feature links or other information about TD’s mortgage offerings and is instead aimed at helping Canadians celebrate their accomplishment. From previous social campaigns that the bank has worked on, including #TDThanksYou and #MakeTodayMatter, it’s found that not crossing the line into being sales-driven has helped it remain more authentic, McLaughlin notes.

There’s also no contest elements to the campaign, but that won’t stop people from participating, she adds. “If you think about a selfie or you think about putting something on Facebook or Twitter or Instagram, you don’t do it because you’re hoping to get a certain number of likes or you’re going to win something – you do it because it’s an emotional connection to you that you want to share.”