Modern Woodmen of America is using TV spots starring the characters Pioneer and Cookie to tell its story to 21st Century moms. CREDIT MODERN WOODMEN OF AMERICA
Modern Woodmen of America is turning heads with a new pioneering major brand campaign designed to sell its “quirky” name and the financial security provided by its products to modern moms. Quad Citians already have been getting an eyeful and earful of the new TV commercials and billboards that have been popping up around the […]
Modern Woodmen of America is turning heads with a new pioneering major brand campaign designed to sell its “quirky” name and the financial security provided by its products to modern moms. Quad Citians already have been getting an eyeful and earful of the new TV commercials and billboards that have been popping up around the area since earlier this month. The ads, created for the Rock Island-based Modern Woodmen, are slated to eventually go national along with a media campaign partnering with media influencers just now getting off the ground.The TV advertising component of the organization’s first-ever brand campaign includes “Campfire Stories” featuring a pair of grizzled pioneers named Pioneer and Cookie observing and lauding pioneering modern-day moms. The ‘“stories” also feature the tagline, “Modern since 1883,” to marry the fraternal benefit society’s pioneering roots with moms’ more modern focus.“It’s exciting,” Enterprise Marketing and Communications Director Leah White said of Modern Woodmen’s new nationwide brand campaign.“With such a unique name and history, addressing it head-on in a modern way just made sense. People know our name here in the Quad Cities, but they’re not always familiar with what we do. The campaign aims to address that,” she added in a news release from Modern Woodmen.But why choose to do a major ad campaign now?
Society seeks to grow brand
“Modern Woodmen’s strategic focus is on growth,” Ms. White told the QCBJ on Tuesday, Dec. 12. “We were looking for a significant opportunity to connect with a very targeted audience to build our brand and help us grow.”She added: “We’re a membership organization, and we aim to grow for generations to come. The life insurance category is crowded and includes some of the biggest advertisers in the country. Creating awareness and driving consideration for our brand is critical for our growth.”Although it still is in its pilot phase, Modern Woodmen said it has already received national recognition for its “Campfire Stories” campaign courtesy of AdAge. As the magazine’s Ted Nudd wrote for AdAge’s Nov. 21, 2023 issue, “The unusual name is an obstacle in some ways, but also an opportunity as the company embarks on this first major branding campaign in its 140-year history.”The ads were created by Cronin, an independent agency. Eric Silver, Cronin’s CEO, told AdAge “It is such a quirky name. We spent time figuring out the best way to overcome that and create an emotional connection for the brand.” On its website, the independent Glastonbury, Connecticut-based advertising agency also called the campaign “New work with an old-timey spirit!” And Cronin's website described the project this way: “Modern Woodmen, a life insurance and financial services company, has been around since the pioneer days of 1883. Now, for their first large-scale marketing campaign, we leaned into their history to tell a story about today’s true pioneers: hard-working moms who want the best for their kids. And we told this tale in whimsical pioneer fashion, with a campaign that truly stands out in its field. Um, make that prairie.”One result of that effort was the television spot highlighted by AdAge. It was directed by Brian Billow of O Positive. Mr. Billow has a background in comedy, Mr. Nudd wrote, and he “struck the balance between lighthearted and informative, making the brand feel approachable and fun but not too silly.”
Campaign ready to expand
Modern Woodmen is pleased with the results and Ms. White said plans are to eventually expand the TV and billboard advertising across the U.S.Meanwhile, the fraternal benefits society has begun rolling out a digital campaign and other online campaigns that will use modern means to communicate to younger women the importance of life insurance and other benefit products. That effort went live on Wednesday, Dec. 6, and it is designed, Modern Woodmen said, “to further honor and reach today’s modern pioneers – moms.” Shawn Johnson, American Olympic gold medalistThe campaign includes a collaboration with an Iowa native well known to Quad Citians, U.S. Olympic Gold Medalist Shawn Johnson. Also signed on is influencer Veena Crownholm.“We’re thrilled to partner with Shawn as well as Veena Crownholm,” Ms. White told the QCBJ.Both women are a good fit for the company, she said.“Veena is a mom, content creator and motivational speaker,” Ms. White added. “Her content is focused on her kids and family, life hacks, DIYs, fashion and more.”The former Miss California, Ms. Crownholm also has worked in the nonprofit sector and as a national motivational speaker. She is an avid volunteer and is raising her children to volunteer as well.“Both women are moms, exemplify our brand values, have a strong social media following, and are enthusiastic about working with us,” Ms. White says. The partnerships that launched this month will continue in 2024.Ms. Johnson’s contributions already have included an Instagram post in which she and her husband Andrew East share the importance of life insurance with their followers.
Are influencers influential?
When asked why the online component is a part of Modern Woodmen’s national brand campaign, Ms. White said, “Social influencers’ opinions carry a tremendous amount of weight with our target.” In fact, she told the QCBJ:
61% of consumers trust product and service recommendations they get from influencers; this number is even higher among Gen Z and Millennial moms.
Eight out of 10 consumers have purchased something after seeing it recommended by an influencer.
A visit to Modern Woodmen’s website also makes clear why an organization that supports families and communities is working hard to sell an old name to a new generation of customers. “Yes, our name is Modern Woodmen of America. But women of today, we get you. We see you and all that you do. You have the grit and resourcefulness of the pioneers of yesteryear and, well, we want to tell your stories.“Our new advertising campaign honors women by telling their stories by the campfire, like pioneers have done for generations. Timeless, and timely, stories that celebrate the common values of financial security, quality family life and community impact.”
Although it still is in its pilot phase, Modern Woodmen said it has already received national recognition for its “Campfire Stories” campaign courtesy of AdAge. As the magazine’s Ted Nudd wrote for AdAge’s Nov. 21, 2023 issue, “The unusual name is an obstacle in some ways, but also an opportunity as the company embarks on this first major branding campaign in its 140-year history.”
The ads were created by Cronin, an independent agency. Eric Silver, Cronin’s CEO, told AdAge “It is such a quirky name. We spent time figuring out the best way to overcome that and create an emotional connection for the brand.” On its website, the independent Glastonbury, Connecticut-based advertising agency also called the campaign “New work with an old-timey spirit!”
And Cronin's website described the project this way: “Modern Woodmen, a life insurance and financial services company, has been around since the pioneer days of 1883. Now, for their first large-scale marketing campaign, we leaned into their history to tell a story about today’s true pioneers: hard-working moms who want the best for their kids. And we told this tale in whimsical pioneer fashion, with a campaign that truly stands out in its field. Um, make that prairie.”
One result of that effort was the television spot highlighted by AdAge. It was directed by Brian Billow of O Positive. Mr. Billow has a background in comedy, Mr. Nudd wrote, and he “struck the balance between lighthearted and informative, making the brand feel approachable and fun but not too silly.”
