Cronin & Modern Woodman – 2024 Most Creative Globey Award Winner

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.

In the 17 weeks since campaign launch in four markets:
• Life Insurance policy volume is up +9% YOY, beating the company’s forecast model.
• Brand tracking study indicates positive gains across ad recall, awareness, and favorability.
• Lead volume is up +17% YOY, versus lead volume being down in non-advertising markets.
• The CEO and CFO have approved a campaign expansion to two more markets in 2Q24.

Share This Case Study

More Case Studies

Cronin & Modern Woodman – 2024 Most Creative Globey Award Winner

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 [...]

H/L & Toyota – 2024 Most Effective Globey Award Winner

In the spirit of continuous improvement, H/L began a quest to connect actual Toyota Sales to the advertising impressions that it was investing in. We did this for 2 primary reasons: first, to know which media and creative executions [...]