TD Asset Management Help Gen Z Catch the Investing Boat with ETF Campaign

In the world of investing, ETFs (Exchange Traded Funds) have been steadily growing in popularity because of their diversification, transparency, trading flexibility and lower fees.

TD Asset Management (TDAM) saw this as an opportunity to stand-out in the market through an insight-driven approach that would connect with young investors by helping them overcome the perception that traditional investing paths are not available to them, unlike they were for previous generations. Through TDAM's insights, they discovered the younger generation feels as if they have missed the boat on investing - leaving them financially stressed and overwhelmed.

Enter 'Don’t Get Left Behind,' an integrated campaign developed in partnership with Diamond. The campaign is designed to help gen z understand the appeal of ETFs - a one-stop solution for a diversified portfolio - and invite them to get on board.

The integrated campaign launched in July to drive awareness for TD ETFs through several high-impact tactics. It features a full suite of assets across digital, social and out of home (OOH) and TikTok content that taps into the power of community engagement. As a precursor to the launch, TDAM and Diamond executed a brand activation in August offering free water taxi rides for anyone who missed the ferry to the Toronto Island and were left behind.

TDAM is the fastest growing ETF provider in Canada, with a shelf of more than 50 ETFs across a wide range of strategies.

The campaign launched in September, with assets in market until the end of October 2025.