To drive traffic to the Facebook page, where fans are invited to share a story about their parents “coming through for them,” the campaign is targeting trade and consumer media, as well as online caregivers' sites and bloggers.The first phase of the campaign was designed to recognize caregivers.
“The original thinking behind the campaign stems from the economic crisis when there was a lot of mistrust in the financial category,” said Janice Luvera, director of global brand at Genworth Financial. “Through this campaign we are able to communicate further with our core audiences and celebrate caregivers and parents.” Luvera added that the budget for the entire campaign was “very modest”.
The PR campaign is being run in-house with support from Genworth's AOR, Peppercom.
The integrated campaign is also supported by TV advertising and online video. The soon-to-be launched TV ad will feature a Father's Day theme, which will direct people to the Facebook page to share their “dad stories.”
Measurement tactics for the campaign include click-through rates, analysis of engagement, and internal metrics.
Luvera said the company plans to further develop the PR campaign toward the end of the year and was also actively evaluating the responses to determine how to leverage the content.
The Genworth Caregivers fan page currently has just under 8000 fans while the “Genworth Celebrates Parents” page has more than 12,000 fans.