Prudential: The Challenge Lab

This case study describes how Prudential used a content marketing strategy to promote its retirement products and engage consumers in the traditionally low involvement financial services sector in the US.

Prudential: The Challenge Lab

Agency: Droga5 New YorkAdvertiser: PrudentialBrand: PrudentialCountry: USA

Objectives

Bring your challenges:

For over a century, Prudential has helped Americans grow and protect their wealth by offering a full suite of investing and retirement solutions. But by 2013 it had become increasingly difficult to grow their business.

Post-recession consumers were still cash strapped and skeptical of financial institutions. Many consumers remained focused more on the money they needed today than the money they would need for tomorrow.

And financial advisors had lost the trust of the public. They now found...

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