Genworth extols caregivers to boost its message of help

Amid the economic crisis, Genworth Financial launched an integrated campaign to rebuild consumer trust.

Company: Genworth
Campaign: Genworth Celebrates
Agency mix: Peppercom and MediaEdge:cia
Lead team: In-house
In-house team: Janice Luvera, director of global brand; Tom Topinka, VP of corporate comms
Budget: Less than $6 million

Amid the economic crisis, Genworth Financial launched an integrated campaign to rebuild consumer trust. The campaign, "Genworth Celebrates," touts the company's "ability to carry out its commitments and help people" with their financial goals, says Janice Luvera, director of global brand for Genworth.

The effort launched November 26 with a TV ad campaign during post-Thanksgiving NFL games that celebrates caregivers. The spots were filmed by Janusz Kaminski, the cinematographer for nine Steven Spielberg films. Media buys also included paid search efforts, as well as traditional banner ads on sites like Yahoo and The Wall Street Journal.

"The PR component emphasizes two-way communications," Luvera explains. The team de-veloped a Facebook page where consumers could share their stories about caregiving. To drive traffic to the Facebook page, the PR team targeted Web sites for caregivers. At press time, the Facebook page had more than 8,000 fans.

Peppercom also conducted outreach to national consumer media, advertising/marketing trades, insurance and finance trades, as well as caregiver/aging trades and bloggers.

PR's role was also to bring an interactive component to the ad campaign.

"The Facebook page isn't about Genworth - it's about inviting others to share their stories," says Peppercom partner and senior director Jackie Kolek. "We wanted to go to these sites for caregivers and let people know there is a platform to share their stories and that they're not alone."

In November, Genworth also commemorated "National Long-Term Care Awareness" month. The PR team was able to tie messaging to this effort, Kolek adds.

"This was all about taking proactive steps and talking to your loved ones about caregiving," she explains. The year-long effort will continue in 2010, building on the theme of celebrating people who keep promises.

"We will continue to work with the agencies collectively," Luvera says. "The specifics of the target groups are still being decided. But the campaign will continue to reach caregivers in some way."

Kolek adds that the next phase of the campaign will also likely incorporate additional social media channels.

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