Introducing Voya Financial
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Voya Financial underwent a staged transition from 2014 to 2015 that required phased communications. In early 2014, ING branding was prominent. From March to April 2014, Voya Financial transition messaging was added to signals the coming change. From May to August 2014, transitional trade advertising had two flights. In September 2014, remaining entities changed to Voya Financial as the holding company name changed in April. Voya Financial emerged as a new kind of financial company in the fall through broad social and media efforts to build awareness of the new brand.
Introducing Voya Financial
- 2. Introducing Voya Financial LinkedIn FinanceConnect May 15, 2015 Jim Cowsert VP, Advertising and Brand Strategy
- 3. Staged transition required phased communication Q4Q3Q2Q1 2014 January 6 Robust stakeholder communications begin May 1 Investment Management and Employee Benefits begin doing business as Voya Investment Management and Voya Financial, respectively September 1 Remaining business entities begin doing business as Voya Financial April 7 ING U.S., Inc. holding company name changes to Voya Financial, Inc.
- 4. Jan – Feb 2014 The year started with highly visible ING advertising Build association between ING and Orange Money™ and signal coming transition
- 5. Mar – Apr 2014 In March, initial Voya Financial transition messaging added Begin signaling coming transition to Voya Financial Adapted television spots: • Voiceover: “ING is becoming Voya, a new company dedicated to helping you reach and enjoy retirement. Learn more at ING.us.” • Graphic: Introduction of Voya Logo • Mnemonic: Auditory cue for Voya
- 6. Learning through social integration with NBC Universal media
- 7. Built follower acquisition in preparation for Voya® transition
- 8. May – Aug 2014 Two flights of transitional trade advertising followed Sept – Nov 2014 Sept - Nov May – Aug
- 9. Extended follower acquisition to LinkedIn
- 10. LinkedIn display and sponsored posts reached B2B target
- 11. Sept – Nov 2014 Introduce Voya™ to Consumers In the fall, Voya® emerged as a new kind of financial company
- 12. Employed broad media to build awareness Renew opportunities and tactics that have been proven to be successful and notable Social Generate buzz & increase fan base with the Voya launch Renew opportunities and tactics that have been proven to be successful and notable Search Enhance campaign performance by ensuring placement of Voya content in prime search results e been proven to be successful and notable Broadcast Build awareness and increase reach by targeting top sports and broadcast dayparts that have been proven to be successful and notable Mobile Bring brand awareness to consumers across mobile/tablet devices across endemic/highly relevant content e been proven to be successful and notable Digital Build awareness of Voya through multiple platforms & drive brand engagement
- 13. Created and amplified content aligned with media partnerships Facebook Copy: Some call it hoarding. We call it saving. NBC Today CBS This Morning ESPN
- 14. Developed Voya Born to Save™ integrated campaign
- 15. Drove brand message through ad units on social platforms Roadblock Follower Ad Sponsored Updates and Promoted Posts
- 16. Social media placements grew Voya® brand metrics LinkedIn Display moved key metrics against core target Exposed vs. Control Brand Awareness + 12 pts Helps Save for Retirement + 12 pts Provides Retirement Income + 22 pts Brand Consideration +18 pts Source: LinkedIn Brand Impact Study 2014, Age 45-64
- 17. Keys to maximizing impact of social content Build Base Pursue Partnerships Stay on Brand Test for Future
Editor's Notes
- #18: Designed to: Raise awareness of Voya Communicate our values, optimism, & vision of becoming America’s Retirement Company Reinforce Voya’s commitment to helping America retire successfully, one person, one family, & one institution at a time Program Mechanics Parents/Guardians opt-in to enroll on Voya’s Born to Save microsite 360 degree Marketing Support, including: Print Ads (USA Today and The NY Times) Digital Takeovers (AOL), Digital Ads, Microsite, Promotional Video, Social Media Press Tours, PR/Media blitz Media Coverage High-profile stories in USA Today, Wall Street Journal, and Money Magazine, Strong television coverage, including Good Morning America, CNBC-TV, and over 60 local market TV stations Significant online coverage, including, MSN, CNN Money, FOX Business, CNBC.com, New York Magazine, Consumers Digest, TheStreet.com. Ignites, Financial Advisor Magazine, BenefitsPro, TheBump.com and All You Magazine Results: More than 2,200 enrollees, reflecting a 22%+ response rate Generated more than $5MM in ad equivalency Voya reached its highest level ever on Google search trends during the week of the campaign, “trending” on both Facebook and Twitter A promotional “Babies” video supporting the program has received more than 1.1 million views to date Voya.com realized a 93% increase in visitors during the first 2 weeks of the program The program resonated with millennials and boomers, generating a 190% increase in sessions on Voya.com among users aged 65+