Genworth wants to give good parenting the props it deserves.
The Richmond, Va.-based financial services company has created a new Facebook fan page devoted to the celebration of parenthood. WWW.genworth.com/celebrates invites browsers to share a story about a time when their parents came through for them" ... when it mattered most."
A TV spot debuts this month with a Father's Day theme, encouraging people to share a supportive story about their Dad on the page.
Genworth began using Facebook in February 2009, with national ads about the site launching in November 2009. The "Caregiver" Facebook site, originally conceived as a place for caregivers to go for advice, quickly evolved into a destination for people who wanted to share their long-term care giving experiences.
The Genworth Caregivers page currently has more than 7,500 fans who have shared more than 2,000 stories. The just-launched Genworth "Celebrates Parents" page has more than 12,000 fans who have shared more than 800 stories.
In addition to providing important destinations for people to share their stories, the Facebook pages also help to raise Genworth's brand awareness, says Janice Luvera, Genworth brand marketing vice president. The campaign is two-fold in that it is also aimed at the sellers of Genworth products, as well as consumers, she says.
Genworth Financial, Inc. is a leading Fortune 500 global financial security company with more than $100 billion in assets and employs approximately 6,000 people with a presence in more than 25 countries.