Company: OneAmerica Financial - Indianapolis, IN
Nomination Submitted by: Crackerjack Communications
Company Description: The companies of OneAmerica Financial® have been advancing financial security for almost 150 years, supporting millions of customers with solutions across life insurance, retirement, employee benefits and long-term care. As a people-first mutual organization, OneAmerica Financial prioritizes customers’ interests and maintains a long-term focus on both value and financial stability.
Nomination Category: Thought Leadership Categories
Nomination Sub Category: Thought Leadership Campaign of the Year - Business Products
 Nomination Title: OneAmerica Financial 2024 Caregiver Study
- 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 first question: Specify the date on which this campaign or program was launched:
The OneAmerica Caregiver Study campaign was soft launched on November 11, 2024, at the Long-Term Care (LTC) Summit in Indianapolis, and officially rolled out December 3, 2024.
- 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 149 words used.
The OneAmerica Financial "Leading Tomorrow: 2024 Caregiver Study" was created to address the urgent challenges faced by today’s informal caregivers. Recognizing the increasing number of individuals balancing caregiving with other responsibilities, OneAmerica Financial, in collaboration with Hanover Research, surveyed caregivers to gain deeper insights into their struggles and needs. The study explored critical topics, such as caregivers’ day-to-day responsibilities, compensation (or lack thereof), and their sources for information and support.
This initiative aimed to position OneAmerica as a thought leader by sharing these insights and aligning the company with actionable care solutions. The findings provided valuable context for long-term care options, including OneAmerica’s Asset Care product, which offers support and compensation features designed to alleviate the burdens caregivers face.
By addressing a significant social issue with practical solutions, OneAmerica strengthened its role as a trusted ally to caregivers, showcasing its dedication to empowering individuals and meeting their evolving needs.
- 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 subject and content development, the scheduling, etc. (up to 250 words):
Total 148 words used.
Crackerjack Communications partnered with OneAmerica Financial to bring their 2024 Caregiver Study to life through a robust multi-channel campaign launched in just eight weeks (September–November 2024). At Crackerjack, we transformed OneAmerica’s insights into a cohesive campaign that resonated deeply with their audience.
The campaign featured a comprehensive mix of deliverables: a white paper that delved into the data, LinkedIn ads and social posts to spark engagement, eye-catching infographics to draw attention, and email communications to sustain the conversation. A custom-designed landing page served as the campaign’s central hub, offering easy access to the study and related solutions. To maximize visibility, we incorporated paid search and SEM, while also equipping brokers and wholesalers with a presentation and marketing toolkit to foster meaningful client discussions.
This integrated approach not only positioned OneAmerica as a thought leader in addressing caregivers' challenges but also highlighted their commitment to providing practical, high-impact solutions.
- 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 January 2023. Even if your initiative started before January 2023, limit your response to activities and results since the beginning of July 2020 only (up to 250 words):
Total 211 words used.
Our campaign delivered impressive results across digital and earned media channels, driving strong engagement and boosting brand visibility. [REDACTED FOR PUBLICATION]
LinkedIn efforts—both paid and organic—were also highly impactful. Paid LinkedIn ads drove 503 visitors, while three enterprise posts garnered 4,000 impressions and 195 clicks, exceeding the industry average click-through rate by an impressive 855%. Paid LinkedIn posts extended our reach to 159,000 people, driving 303 clicks. Our earned media efforts significantly exceeded expectations, with the study featured in 458 articles and news outlets, including major publications like The Associated Press and Yahoo! Finance. This extensive coverage bolstered brand credibility and amplified reach.
Looking ahead, visibility will grow further with an upcoming article in ASPIRE Magazine, reaching 750,000 readers, and distribution at the Medicarians event, where 4,000 attendees will engage with the campaign. Additionally, the campaign benefited from strong earned social media amplification, with key industry figures—including Waterlilly, Brian Lauber, and Diane Boyle—sharing and promoting the content, further expanding its impact.
- 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):
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