Lincoln Financial Group's innovative inside-out brand campaign launch pays huge dividends

Abstract

In 2011, Lincoln Financial Group was preparing to launch a new brand campaign. Despite the ongoing level of distrust consumers had following the global financial crisis of 2008, Lincoln viewed the new campaign as an opportunity to build a brand that would not only increase awareness and engagement externally, but also connect and celebrate internally. Following an intensive research process, the You're in Charge® message and Chief Life Officer® campaign were born. With a long-term focus on delivering a differentiated brand experience in the marketplace, Lincoln broke from the traditional campaign launch mould by debuting the campaign first to employees — one week before its launch to consumers. Proprietary quantitative and qualitative research has showed that the inside-out approach worked. In fact, the You're In Charge® campaign continues to empower consumers and employees alike, creating greater engagement and closer connection to the company.