SlideShare a Scribd company logo
Introducing Voya Financial
LinkedIn FinanceConnect
May 15, 2015
Jim Cowsert
VP, Advertising and Brand Strategy
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.
Jan – Feb 2014
The year started with highly visible ING advertising
Build association between
ING and Orange
Money™ and signal
coming transition
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
Learning through social integration with NBC Universal media
Built follower acquisition in preparation for Voya® transition
May – Aug 2014
Two flights of transitional trade advertising followed
Sept – Nov 2014
Sept - Nov
May – Aug
Extended follower acquisition to LinkedIn
LinkedIn display and sponsored posts reached B2B target
Sept – Nov 2014
Introduce Voya™ to
Consumers
In the fall, Voya® emerged as a new kind of financial company
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
Created and amplified content aligned with media partnerships
Facebook Copy:
Some call it hoarding. We call it
saving.
NBC Today
CBS This Morning
ESPN
Developed Voya Born to Save™ integrated campaign
Drove brand message through ad units on social platforms
Roadblock
Follower Ad
Sponsored Updates and
Promoted Posts
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
Keys to maximizing impact of social content
Build Base
Pursue Partnerships Stay on Brand
Test for Future

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Introducing Voya Financial

  • 1.
  • 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
  • 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

  1. 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+