To mark the 10th anniversary of TD and Aeroplan’s partnership in 2024, a high-profile contest was launched, offering over 20 million Aeroplan points – including a grand prize of 10 million points.
The initiative engaged TD Aeroplan cardholders across Canada and generated over 121,000 qualified submissions during the 10-day entry period (November 7-16, 2024), with daily site traffic averaging 12,499 visitors.
I project managed the campaign’s digital rollout and execution, overseeing multiple workstreams from creative development through deployment:
- Managed EN + FR microsite production in collaboration with internal and external web teams
- Developed and implemented contest tagging plan for performance tracking and analytics
- Oversaw PEN testing and accessibility compliance across both language versions
- Directed internal QA process, ensuring flawless user experience at launch
- Coordinated French translations and localization
- Resourced internal teams and external animators for motion content
- Managed procurement of licensed stock photography for campaign assets
- Led post-mortem reporting to assess campaign performance and process improvements
- Aligned with third-party vendors on scheduling and execution of paid social and email campaign rollouts
