Best Financial Services Social Media Campaign

Penn Mutual launched its Facebook Page in the second quarter of 2012. To generate interest in the brand and its Facebook Page, we worked with Penn Mutual to develop a Facebook app.

Penn Mutual's mantra is "Life's Possibilities," which reinforces its key message that life is full of possibilities and life insurance can help fund those possibilities. This message dispels the myth that life insurance is only a death benefit. In fact, it should be the center of one's financial plan.

The Possibility Potion is a fun and interactive Facebook game in which players can choose three elements from the Periodic Table of Life's Possibilities that best describe their interests and personality. Players drop each element into the beaker and then brew a specially formulated Possibility Potion. The result is a suggested trip, adventure, or ambition they can accomplish in life. And with life insurance, this possibility can become a reality.

Our campaign goals were to increase the number of Facebook fans, generate interest in Penn Mutual, raise awareness about the benefits of life insurance, and encourage people to contact a Penn Mutual financial professional. Players are required to like Penn Mutual before playing the game, and afterwards they are encouraged to share their Possibility with their friends on Facebook or tweet it to their followers.

The Possibility Potion app went live in November 2012 and is being promoted with online, email, print, and Facebook advertising. Since launching the app, Penn Mutual’s Facebook likes have increased by 103%.

Contributors:

EVP - Managing Director - Interactive Services:	Rocco Albano
Account Director:	Lauren Kane
Director of Marketing and Media Strategy:	Jenny Baban
Director of Technology:	Joe Edelman
Sr. Project Manager :	Christine Higgins

INFLUENCE INTERACTIVE

Location: United States