Genworth Financial, Inc. is a leading public Fortune 500 global financial security company. Recently, Genworth has proven that it’s possible to connect with consumers even though Genworth does not sell its financial services products directly to the consumer by using an innovative combination of Email and Social Media.
In November 2009, during Long Term Care Insurance Month, Genworth launched its brand advertising campaign, recognizing and celebrating others who make and keep promises.
Several tactics were used to drive traffic to the special “Genworth Celebrates” Facebook Fan Page including:
As of April 20th, Genworth Celebrates has over 7,000 fans and users shared over 3,000 stories.
Email Gets Genworth Product Resellers Involved in Campaign
Email was used as the primary communication tool to:
In November 2009, during Long Term Care Insurance Month, Genworth launched its brand advertising campaign, recognizing and celebrating others who make and keep promises.
Several tactics were used to drive traffic to the special “Genworth Celebrates” Facebook Fan Page including: - Online advertising on consumer, caregiver, and social media sites as well as Genworth’s producer and consumer websites
- National TV advertising
- Search (Paid and SEO)
As of April 20th, Genworth Celebrates has over 7,000 fans and users shared over 3,000 stories.
Email Gets Genworth Product Resellers Involved in Campaign
Email was used as the primary communication tool to: - Educate Genworth producers on the Genworth Celebrates campaign
- Promote Facebook participation and drive traffic to the Genworth Celebrates fan page
- Encourage producers to invite their customers to learn more about Genworth
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