Become Your Future You - Social Media Strategy
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Initial wireframe of tweet hashtag visualization and common retirement goal tracking.
The final webpage of the Become Your Future You campaign.
The Process
The challenge was to rejuventate a retirement company's marketing strategy so they could target a younger, socially connected audience and make saving for retirement something to tweet about.
The challenge for TIAA-CREF was to make retirement interesting to a 20- and 30-something audience. We needed a social media strategy and wanted to make retirement a discussion point on Twitter and Facebook. My team and I brainstormed and realized talking about the fun parts of retirement can engage audiences of any age. We wanted to create a platform where people can talk about their retirment dreams and see how they compared to others. This platform wouldn't be bogged down with numbers or warnings about not saving enough- it would be entirely focused on the dreams and goals people have and get them talking about retirement. Only after that would TIAA-CREF offer to help them get there.
My plan of attack
- Discussion: Worked closely with the clients to understand their goals and reasons for this campaign.
- Competitor Analysis: Researched what other brands were doing to target a younger audience through social media and other digital networks.
- Brainstorming: Investigated ways that would get younger people Tweeting about retirement.
- Sketching: Sketched pages of a small microsite and Twitter visualization page.
- Wireframing: Finalized the designs for the microsite and Twitter visualization page. Worked closely with the visual designer to ensure our design goals were achieved.
Tools and methods
Active discussion, flows, wireframes, HTML prototyping
Axure