When a customer has a problem with the bank, they tweet it.
Twitter quickly became a complaint desk, clogged with all kinds of issues and slow response times, which didn't help America's Most Convenient Bank live up to its promise.
To change all that, a team of Social Media Specialists were formed, and a series of short films were posted to Twitter, Facebook, Vine and Instagram introducing the team, explaining their new more useful role on Twitter, and beyond.
All this content was all part of TD's larger Bank Human Again campaign, designed to bring back the super personalized service, and care the bank was founded on.
The result, Twitter is now more than a complaint desk, it's a place for TD to connect with their customers, on a more human level.