MARKETING CAMPAIGN
& CONTENT DEVELOPMENT
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TransamericaResponsive Web Design | Content Production

Better Brand Marketing with Mobile

Campaigns to Engage Golf Enthusiasts on Any Device

Transamerica — a provider of life insurance, retirement plans and investment services — partnered with Hathway for social strategy, mobile development and digital outreach. As part of its promotional efforts, the Fortune 1000 brand sponsors four golf professionals, including 2015 Open champion Zach Johnson, and eight-time major champion Tom Watson.

Hathway helped Transamerica maximize their sponsorship visibility for a mobile-first audience by creating a responsive website with a customized content management system. The site acts as a hub for brand-building digital marketing and social campaigns as well as customer acquisition efforts, including the successful “Call Your Shot” Trick Shot Contest.

“A campaign concept igniting user
generated content to drive engagement.”

Challenge

Our primary objective was to expand Transamerica’s brand reach within their key demographic, leveraging the company’s sponsorship of four professional golfers. The new TeamTransamerica.com serves as a platform to reach audiences through fun, engaging and memorable campaigns.

Approach

Along with a revamp of the TeamTransamerica.com site, Hathway developed a golf trick shot contest, the winners of which would receive the prize of playing a round with PGA Pros Zach Johnson, Tom Watson and Kyle Stanley. Additional monthly giveaways and social outreach encouraged repeat visits.

Results

The Trick Shot contest exceeded expectations, amassing 90% more video entrants than projected, and over 3,000 votes cast for the winners. Social video advertising proved effective as well -- on Twitter Amplify (which has an avg. engagement of 1-3%), the campaign achieved 24% engagement.

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