• by Larissa Faw , December 10, 2014

Earlier this summer, Genworth formed an integrated partnership with CNN to raise awareness about long-term insurance, since less than 10% of Americans within the appropriate age categories have private insurance, per the company.

Now, the insurance provider is moving to another network -- NBC. Genworth is working with Publicis Groupe's Spark SMG and its sibling branded content and entertainment division LiquidThread to introduce an integrated partnership running across the "Today" show's on-air and digital properties. 

"This is an opportunity to build upon our work at CNN," says Eric Levin, senior vice president, brand content director, LiquidThread. "We liked how [NBC] had a 360 property and reached not just the people who would be signing up for insurance, but their children as well."

Similar to the CNN alliance, this multifaceted campaign includes an on-air segment and customized content that have been created in concert with the "Today" show producers and talent.

Under the initiative, in mid-December, the show's third hour will feature one of the "Today" hosts discussing financial planning with a long-term care expert. Online, "Today" producers will create and run three pieces of original digital content which Genworth will also use on its owned properties. Lastly, several pieces of editorial content for the show's online channels will be created that focus on demystifying long-term care. 

One difference between the CNN and NBC initiatives is tonal. "The content we developed with CNN was definitely more financial-driven, whereas the "Today" show is more focused on health," says Levin.

With integrations another issue is creative control. "One challenge with these partnerships is trying to balance the brand's message with the network's mission," says Levin. "Clients are used to advertising where they can craft the specific advertising. But in these cases, you have to take a leap of faith. You can ask for specific talent, but that doesn't mean you are going to get them."

Timing is also critical to this initiative. Executives wanted the campaign to run during the holiday season, since many family gatherings will be multigenerational and will be the perfect time to have "the talk" about retirement planning.

This partnership is also about scale. More than 5 million people wake up to "Today" each week, including 1.87 million viewers ages 25-54.