How Prudential got “sexy” with social-media influencers

Geoffrey Precourt

Prudential, the financial-services provider, has leveraged an influencer strategy as it seeks to engage consumers in new ways.

Prudential Insurance Company of America probably didn't need to conduct research among millennials to realize it had an identity problem.

"We're a financial services company," explains Dorinda Walker, VP/Consumer Strategy & Key Initiatives for Multicultural at Prudential US. "And we're not seen as a sexy brand."

Dorinda Walker, VP/Consumer Strategy & Key Initiatives for Multicultural, Prudential US

Proof came with a round of consumer research a few years ago. As Walker related to an opening-day audience at the Association of National Advertisers' (ANA) 2017 Multicultural Marketing & Diversity Conference, "We asked millennials, 'How can we engage with you more effectively?'"...

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