Northwestern Mutual is encouraging quality family time with a campaign that includes a contest.
The insurance company is calling on kids and families across the country to share their ultimate home experience with the launch of #IfItWasUpToMyKid contest Sept. 13 as part of the company’s “Spend Your Life Living” campaign.
Northwestern Mutual partnered with mid- and top-tier influencers -- a first for the 161-year-old company.
YouTube influencers Ellie and Jared Mecham made their sons’ ultimate home idea -- an indoor trampoline park -- a reality. One hundred micro-influencers will create a steady flow of content throughout the month-long contest.
Technology and competing schedules as kids head back to school results in families struggling to be present and connect on a more personal level, said Aditi Javeri Gokhale, chief marketing officer, Northwestern Mutual. The contest aims to encourage families to make experiences happen today, at home, by taking inspiration from their creative kids.
“To get the #IfItWasUpToMyKid Contest word out and inspire families to participate, we’ll be engaging them across our owned channels, earned media and through an amazing roster of social influencer partners," Gokhale tells Marketing Daily.
Northwestern Mutual Financial Advisors will be posting their own #IfItWasUpToMyKid content featuring their families, along with Northwestern Mutual client and personal stories, trends and activities that bring the family together across their owned social platforms and Life & Money, Gokhale says.
Two grand-prize winners will have their dream home experience created for them (up to a $15,000 retail value), while runner-up prizes will have an estimated retail value of $2,500 or less.
Northwestern Mutual launched its “Spend Your Life Living” campaign late last year with the goal of reframing people's idea of planning for their financial futures, helping them feel empowered to make the most of enjoying life every single day.
The campaign continues to challenge the category convention and disrupt expectations, Gokhale says.
“Financial planning is complex, emotional and can lead to anxiety,” she says. “We get it, and we understand that parents -- a core customer segment for us -- are managing a lot and it can be difficult to make the most of today while planning for tomorrow.
"With #IfItWasUpToMyKid, we wanted to create a program that reminds parents of what’s possible and be the partner that helps gets them there…with inspiration from their kids. It’s not just about telling. It’s about empowering by showing and doing.”