BACKGROUND
After years of declining sales, Modern Woodmen tapped Cronin to help fuel growth. The insurance category is one of the biggest advertising spenders in America. Yet, Modern Woodmen was hardly on anyone’s list. As a “fraternal financial,” Modern Woodmen’s name as well as their products and services were not immediately clear. Are they only for men? What do they sell? Does it involve a secret brotherhood? Worse, the company’s name often worked against it in, confused with sound-alike rivals, Woodmen of the World and Woodmen Life. Against a backdrop of low brand awareness, a confusing name and offering, and – 1% SOV in a noisy category, they needed to act now to drive change. They needed to leverage creativity as an economic multiplier.

INTRODUCING MODERN
SINCE 1883 Cronin created a brand positioning, strategic platform, and campaign true to Modern Woodmen’s DNA since 1883: the pioneer spirit. With the tagline “Modern since 1883,” the creative campaign tells the company’s origin story in a contemporary way. The comic, iconic characters Pioneer and Cookie serve as foils to the true hero of the story: a modern mom.

Following the recent campaign, there was a notable increase in both life insurance policy and lead volumes. Additionally, we observed improvements in ad recall and awareness. As a result of these positive outcomes, we are planning to amplify this breakthrough campaign across our client’s marketing ecosystem.