TD Bank‘s Twitter campaign using the hashtag #bankhuman may be one of the longest-running hashtag campaigns ever. Twitter reports tweets for #bankhuman as far back as December 31, 2012, and based on the wording of the tweet, that doesn’t seem to be the first use. The most recent use of the tweet by TD Bank’s official twitter account was on July 6 of this year. It read:

What’s happening #NYC? Tweet us with your name using #HumanHello for a personalized hello on our digital billboard. #BankHuman

— TD Bank (@TDBank_US) July 6, 2015

@TDBank_US has 33.4 thousand Twitter followers.

TD has been combining the success of #bankhuman with region-targeted marketing in recent months, just like in the tweet above, with very good results. The above tweet garnered 126 favorites and 23 retweets from TD Bank’s official twitter account, and 59 individual accounts replied to TD’s request in the above tweet.

#Bankhuman implies that TD Bank is trying to take a humanistic approach to banking. The bank seeks to minimize the impression that machines are running the bank with no care for the individual customer and his concern for their own money.

There seems to be a large non-TD Bank body of people who use the hashtag, whether in communication with TD or to express their own thoughts. The most recent of these non-TD posts was tweeted only yesterday. This is the biggest victory of the hashtag: it has integrated into the twitter vernacular, giving TD maximum (and free) marketing exposure.