Love can do amazing things and prompt meaningful action. We at MassMutual wanted to create an initiative that would enable us to shine a spotlight on those who matter most in our lives, and turn that expression of love into a gift for others.
Enter Love is a Gift. The concept was simple – encourage thousands of people to share a picture of themselves and those who matter most to them to make a statement about the transformative power of love. For every photo uploaded to loveisagift.com or posted on Instagram with #LoveIsAGift, MassMutual donated to our longstanding philanthropic partner, Easter Seals.
Building on our suite of social campaigns, it was our biggest philanthropic social effort to date. It provided $50,000 to Easter Seals, and helped MassMutual highlight the 10th anniversary of our SpecialCare program, dedicated to helping families financially plan for children and adults who have disabilities.
It was the latest in our work with Easter Seals and marked our third annual campaign to benefit the group. It precludes the release of the Easter Seals Many Faces of Caregivers Study, sponsored by MassMutual, scheduled for release this year.
We launched Love is a Gift in October with two photo booth events to build buzz around the campaign. The initiative went nationwide, leveraging various methods to spread the word including digital promotion on our social media, a heartfelt video highlighting real-life relationships and displays of love, a dedicated campaign-focused Twitter party, and traditional PR outreach.
The response in two months was exceptional as 458,566 people engaged with the campaign through photo uploads and video views. Influencer impressions were 2,469,749. The effort trended on Twitter during our Twitter party with #LoveIsAGift reaching the number two spot in the US. It also garnered 15 pieces of media coverage, generating 6.2 million media impressions.
Crucially, the initiative allowed us to give back and celebrate the work Easter Seals does in providing help, support services, and hope to children and adults living with disabilities, their caregivers, and veterans.
A major aim of MassMutual is to help people secure their future and protect the ones they love. This effort was a testament to our purpose and a celebration of those who matter most in our lives.
Kathleen Mayko is director of social media, Massachusetts Mutual Life Insurance (MassMutual).