Interactivity/ Engagement
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- Winning Category: Interactivity/Engagement
- Campaign: Lincoln Retirement Plan Services
- Client: Lincoln Financial
- Technology Partner: Customedialabs Interactive Media Agency
The Lowdown: A little background: Lincoln Financial Group sponsored the Lincoln Retirement Power Participant Engagement Study to help its clients (employers who sponsor retirement plans) better understand retirement savers. The study identifies 12 types of retirement savers, each named for positive attributes revealed through the research (such as the “Leader,” the “Analyzer” and the “Believer”). Although the study was not promoted to participants/retirement savers (only to employers/plan sponsors), it informed Lincoln’s participant outreach.
Based on the study, Lincoln developed an online Chief Retirement Savings Officer quiz to engage participants in an innovative, game-like way. The online quiz leveraged the corporate “Chief Life Officer” advertising campaign, which was used directly with participants. Plan participants make up the primary audience for the quiz. It is also being demonstrated to employers (plan sponsors) and intermediaries (financial advisors and consultants) for their use with participants.
For the B2C end-user audience, the goals of the Chief Retirement Savings Officer Quiz are to increase engagement with Lincoln among current participants and increase both one-on-one meetings with plan representatives and traffic to its participant web content.
For the plan sponsor and intermediary (B2B client) audiences, the quiz offers a new opportunity to gain a deeper understanding of participants as well as plan-level insights and a chance to increase participant engagement in retirement plans.
The focal point of this campaign, an interactive engagement tool, is itself a technology solution; it is a web-based retirement personality quiz.
Results so far: 2,500-plus Quiz site sessions, 2,000-plus Quiz site users, 7,000-plus Quiz site page views, and two of the top three articles on LincolnFinancial.com are linked from the quiz results page, due to click-through activity by quiz takers. The quiz has been featured at several events, including industry conferences, advisor/consultant due diligence meetings, sales presentations and webcasts.