Northwestern Mutual: Q1 2022 Northwestern Mutual influencer campaign

Financial services company Northwestern Mutual ran an influencer-led social media campaign the grew awareness, favourability, consideration and recommendation in the United States.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Marketing challenge

In general, financial services social content receives -57% less engagement versus content from other verticals and industries (source: Facebook, Instagram, Twitter, and YouTube public APIs from January 1, 2021 - December 31, 2021).

Knowing consumer's pre-existing attitude and engagement towards financial services content, our objective was to get consumer's thinking about their financial wellness in conjunction with Northwestern Mutual and their financial advisors.


We overcame the marketing challenge by activating influencers that demographically, contextually, and psychographically aligned with Northwestern Mutual's ideal customer profile.


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