Voya Financial™, a retirement, investment, and insurance company, recently rebranded (the company was previously known as ING), and celebrated the change by offering every baby born on October 20, 2014 a $500 mutual fund investment as a head start on their retirement savings.
How to Promote and Measure Hashtag Campaigns
This creative campaign has a decidedly social component, using the hashtag #borntosave on Facebook, LinkedIn, and Twitter, and encouraging their audience to do the same.
This campaign has a lot to teach us about driving specific action from a social campaign. Using social as a means of spreading knowledge about the initiative, Voya encouraged parents or guardians to visit Voya.com/borntosave by December 19, 2014 to register their baby for the program and get the process started.
What can other B2B financial companies learn from Voya’s social promotion? Lets take a look.
Link with a Major Brand Change
The most retweeted Tweet that mentioned @Voya during the #Borntosave campaign received 895K potential impressions and was tweeted out by the New York Stock Exchange:
Voya gained so much feed space here because the New York Stock Exchange has 867K followers on Twitter. It was a smart move tying a rebranding with a fresh campaign, because Voya was able to leverage one event to build attention for the other, two Twitter birds with one stone.
Partner with Traditional Media
Voya did a great job with PR, as this Tweet by The Weather Channel’s morning show clearly shows.
By coordinating efforts between traditional PR and social media, Voya was able to reinforce its message and hit the public on various levels.
Initially, you might think this Tweet goes against Voya’s campaign by making fun of it.
I don’t think this is negative at all — especially since this specific Tweet received 69K potential impressions, because 16 Handles is a national chain with followers galore. With a campaign of this nature, awareness is everything, and Voya saw posts like these keeping their campaign lively. For every Twitter user who gets a chuckle from the fun-poking, there is another user who decides it’s a good idea to participate.
Get on Twitter Advertising’s Radar
If you’re a smart advertiser or marketer on Twitter, you’re following @TwitterAds.
By getting a shoutout as a case study from Twitter Ads, Voya gained a lot of Twitter street cred and awareness.
The EDP (Everyday Person)
Several of Voya’s most retweeted Tweets were not shared by other companies; they were from normal Twitter users.
Voya is owed a special pat on the back for this, since it can be hard to get Twitter followers involved in a brand campaign, especially within the traditionally staid financial services industry.