Traditionally, retirement companies use fear to sell their products. “Surprise! You need to save more!” To launch Voya Financial, we flipped the script to embrace optimism with the Born to Save Campaign and gave every baby born in America on Oct 20th a free, funded retirement account.
The campaign drove explosive earned media across social and broadcast that resulted in a 56% leap in brand awareness and 20% of eligible (tiny) Americans and their families from all 50 states participating the program.
- +56%increase in brand awareness (MoM)
- 290MMimpressions in 2 weeks (Over 70% earned)