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TIAA
#RetireInequality 

TIAA campaign shows influencer smiling and holding up a symbol for equal and secure retirement.

Overview

Drive Brand Awareness and Sales

  • Partners

    The Martin Agency

  • Platform

    Instagram and TikTok

  • Influencers

    Female college athletes including @cameronbrink22, @chrissy_carr, @cavindertwins, @kylee.watsonn, @lacie.hull, @macd_15, @natalijamarshall, @evina_22, @amaya_brown3

  • Brand

    photo alt

The Stats

Overview

15K

Viewers

40K

Likes

Cavender Twin livestreams received 15K+ viewers and 40K likes.

Organic Views

91%

Instagram video outperformed the finance and insurance benchmark by 91%.

Sentiment

99%

Content garnered a 99% positive or neutral sentiment.

Engagements

939%

Instagram In-feed post engagement rate was 939% higher than benchmark engagement rate.

1—0

The Approach

Due to a system of inequities, 30% of American women in the workforce don’t have enough savings to retire. That number is even higher for Black Americans – 54%. TIAA believes in the fundamental right of every person to retire with dignity and security.

In support of TIAA’s #RetireInequality campaign, we assembled a dream team of 50 women’s college basketball players to create awareness and social buzz around the fight for retirement equality. The squad included Dontavia Waggoner, Caroline Ducharme, and the Cavinder twins. Each leveraged their social influence across Instagram and TikTok to create and share content demonstrating why the fight for retirement equality is important to them. In addition, they explained how TIAA is leading the charge to address retirement inequality.

The Result

The campaign notched a clear victory in the drive for awareness around the fight for retirement equality. The Cavender twins Instagram Lives brought in more than 15K viewers and 40K likes. In-feed post engagement rate was 939% higher than Instagram’s benchmark. Once again proving with real definitive data that when it comes to conceiving and executing a successful approach to influencer marketing, nobody does it better than Influential.

Works

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