Lincoln Financial Group recently launched an integrated marketing campaign, which completely changed their target audience from their traditional sales channel or middlemen to their end-users. To do so, they created a series of advertisements that all came back to identifying the end-user, as the "Chief Life Officer." The intent was to make people realize that there are a lot of important decisions they make in their life and research revealed that the more people take control of the decisions in their life, the better they feel about the direction of their lives. With this in mind, the goal for creative was to communicate the end-user is the chief executive of their own life, so you should take charge. This tactic was implemented through the use of promoting the empowering aspect of taking control of your finances rather than a prevention or fear tactic. The success of these ads can largely be attributed to:
1. Changing the target audience from B2B middlemen, to the end-user (which is somewhat unconventional in B2B.
2. Having the campaign be research-based and drawing on customer insights to shape the content
3. Using emotional appeal to really strike a chord with the end-users
4. Using an integrated ad campaign that used digital, social, and traditional media channels
Nice. I also like the use of Dads and kids as opposed to the standard picture of Moms and kids.
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