Company: Jackson, Franklin, TN
Company Description: Jackson® (NYSE: JXN) is committed to helping clarify the complexity of retirement planning—for financial professionals and their clients. Through our range of annuity products, financial know-how, history of award-winning service* and streamlined experiences, we strive to reduce the confusion that complicates retirement planning.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Content Marketing
 Nomination Title: Is 100 the New 70?
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
The campaign was launched in February 2023 and remains active.
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 107 words used.
We have included the following supporting materials:
1. White Paper: The foundation of the campaign.
2. Infographic: Designed to generate interest and drive traffic to the white paper.
3. Presentation Video Highlights: A preview of the professionally hosted presentation.
3. Full Presentation: Integrating white paper insights with Jackson’s research in collaboration with Boston College.
4. Published Articles:
- Kiplinger’s Personal Finance byline.
- Financial Advisor byline (Research on Aging Is Moving at the Speed of AI).
- Two Jackson.com articles (Living to 100 and Longer Lives Reinforce).
5. LinkedIn Post: Showcasing engagement with the campaign on social media.
These materials provide compelling evidence of the campaign’s impact and reach.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 159 words used.
Jackson's Is 100 the New 70? platform was conceived to address the critical issue of longevity risk in retirement planning. Despite our proprietary research indicating that retirement investors often perceive longevity risk—the risk of outliving their savings—as a moderate concern, it is, in fact, the most significant risk they face.
Our campaign aimed to elevate awareness and engagement by highlighting how advancements in science and health are enabling individuals to live longer, more vibrant lives, thereby creating new opportunities and challenges in retirement. We emphasized the crucial reality that extended retirements require increased financial resources.
As a leader in the retirement industry and a top provider of annuity products offering guaranteed lifetime income, this initiative was not only aligned with our business model but also addressed a vital concern for our customers, including financial professionals and their clients.
The campaign effectively bridged our expertise with the needs of our audience, making it a perfect fit for our strategic objectives.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 131 words used.
The campaign originated from a well-researched white paper that posed a simple yet profound question: Is 100 the New 70? Its overwhelming success spurred the development of a broader platform through strong cross-functional collaboration.
Key milestones:
- March 2023: White paper launch, promoted via digital ads and social media.
- Spring 2023: Infographic added to Jackson’s Educational Resources, linking to the white paper.
- 2023: Executive bylined articles published in Financial Advisor and Kiplinger’s Personal Finance, plus two supporting articles on Jackson’s website.
- August 2024: Conference presentation launched, integrating Jackson’s proprietary research with insights from the Center for Retirement Research at Boston College.
- November–December 2024: Video presentation released for wholesalers to share with advisors, expanding engagement.
This structured, multi-channel approach amplified the campaign’s reach and impact, making it one of Jackson’s most successful initiatives.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 141 words used.
The campaign achieved record-breaking engagement across multiple channels:
- White Paper Distribution (May–June 2023):
- 429 form submissions (advisors providing contact information).
- 2.1 million impressions and 13,396 clicks.
- Second Distribution (December 2023):
- 842 form submissions.
- 2.9 million impressions and 22,899 clicks.
- Video Presentation (Nov–Dec 2024):
- 196 form submissions.
- 1.7 million impressions and 6,329 clicks.
- Overall Campaign Performance:
- Jackson content marketing record: 1,467 total form submissions.
- 6.7 million impressions and 42,624 clicks.
- Earned Media Impact:
- Kiplinger’s Personal Finance byline (April 2024) also featured on MSN, reaching 46 million readers.
- Financial Advisor byline (June 2023) garnered 180,000 impressions among financial professionals.
- Conference Presentation Success:
- Featured at events hosted by Morgan Stanley and LPL.
- Widely used by Jackson wholesalers in client presentations.
These results demonstrate the campaign’s effectiveness in driving awareness and engagement across multiple audiences.
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