The Society of Actuaries (SOA) is the oldest and largest actuarial credentialing organization in the world. They challenged Lipman Hearne to create a digital awareness campaign targeting pre-college teens, college students, parents, teachers, and advisors in the US and Canada. The goal was to overcome awareness issues with students, their parents, teachers, and advisors–and position actuarial science as a desirable career for today’s status-driven, social media-conscience youth.
We developed a concept around the word “Actually,” which familiarizes the audience with the word “actuary,” and plants a seed of recall. Storytelling, energetic animation, and contemporary sound design all make the executions click-resistant. They proved to be a hit with an elusive youth audience–outperforming previous efforts by large margins across every metric and throughout all paid social media channels. Skippable YouTube pre-roll ads achieved an impressive 82% video completion rate with these attention-deficient teenagers. SOA is now using the campaign in Asia and other markets to connect with young students on a global scale.
- Social media strategy
- Creative concept