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.

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