Empower Retirement is employing a new social media video campaign to
provide Millennial retirement savers (those born during the 1980’s and
early 1990’s) with an entertaining impetus to start saving for
retirement if they haven’t done so, or to increase their retirement
savings wherever possible.
The new awareness campaign tackles two false retirement planning narratives with new approaches. In a series of live action videos,
Empower takes on some truly quirky, bad and perhaps not-so-serious
retirement planning ideas. They include hoping to discover oil in one’s
backyard, getting rich through a viral cat video or becoming a famous
A second set of videos
uses animation to challenge the mindset that saving for retirement can
be delayed because potential life events would make it unnecessary to do
so. These include being devoured by a bear, abducted by aliens or
marrying a rich and famous super model.
“It’s tough to think
about planning for retirement when you’re young. Many things can happen
between now and that distant future,” says Stephen Jenks, chief
marketing officer for Empower Retirement. “We decided to directly take
on this mindset with these fun scenarios that highlight some questionable reasons Millennials might give to explain why they’ve put
off saving for retirement.”
“The light-hearted approaches to
these topics are a way of appealing to an important audience in a fresh
way that is consistent with how they take in information,” Jenks adds.
The videos will be rolled out through the company’s social media
channels including Facebook, Twitter, YouTube and Instagram. Empower
will also use the videos in education campaigns for clients, many of
whom have indicated that Millennial employees are more difficult to
engage when it comes to the importance of investing for the future.