Specialty Campaign

Specialty campaign from New York Life helps people prepare for two of life’s biggest changes

Targeting the top of the marketing funnel, campaign aligned with company’s purpose.

Start a Plan That Flexes with Yours: Marriage & Baby - Logo - https://www.ragan.com/wp-content/uploads/2019/07/Specialty_NYL.jpg

New York Life’s brand purpose is to help consumers “Be Good at Life.” A campaign launched in 2018 encourages consumers to “Start a Plan that Flexes with Yours,” demonstrating that being flexible will help people adapt to the varied situations life may throw at them. For content marketing efforts that produced impressive results, New York Life has won first place in the “Specialty Campaign” category of PR Daily’s 2019 Digital Marketing & Social Media Awards.

New York Life’s Marketing team opted to use its social media channels to drive awareness and consideration, two of the consumer actions at the top of the marketing funnel (separated only by “interest”), for two of life’s biggest changes: getting married and having a baby.

The awareness efforts focused on video views, while driving traffic fulfilled the consideration objectives. The Marriage campaign looked beyond wedding planning with a focus on connecting with Facebook, Instagram and Pinterest users who were planning a wedding or who were recently married. A light-hearted, animated video series anchored the campaign, helping users visualize statistics about the realities of married life.

The campaign on Having a Baby focused on setting a family up for financial success. In addition to developing creative materials, the team also turned to Turner’s Great Big Story, a global media company, to create custom snackable videos about the “Bootcamp for New Dads” program.

Both campaigns achieved enviable results. The Marriage campaign, for example, achieved video completion rates on Facebook and Instagram that far exceeded benchmarks for both awareness and consideration campaigns; the Pinterest ads exceeded Pinterest’s internal benchmarks for financial services. The Baby campaign attracted 1.6 million views for the “Great Big Story” video, along with other strong metrics.

Congratulations to the New York Life team of Dipayan Gupta, Laura Dempsey, Andrew Brofft and Angela Martin.

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