Life Happens to Stick With Influencer-Based Strategy

Life Happens is working with social media influencers this month, rather than one celebrity spokesperson, to promote its latest Insure Your Love life insurance awareness campaign.

Life Happens used a traditional celebrity spokesperson for the Life Insurance Awareness Month campaign, which takes place in September, in 2022, but it has not used a celebrity spokesperson for the Insure Your Love campaign in recent years and has shifted to relying more on influencers.

The influencer-based strategy seems to help the group get the life insurance awareness message into more nooks than usual, according to Brian Steiner, the group’s new executive director.

The influencer-based approach was especially effective at reaching the many young consumers who get their financial services information via social media, Steiner said last week in an interview.

“We want to continue to expand upon that,” Steiner said.

What it means: If you want to support the Insure Your Love campaign this year, you might have to spend more time on Instagram. For work.

Life Happens: Life Happens is a nonprofit organization that helps life, health and annuity issuers promote life insurance, disability insurance, long-term care insurance and overall financial wellness, including retirement wellness.

It always had a close relationship with the National Association of Insurance Financial Advisors, and it recently combined with NAIFA. Its 10 full-time staffers now work in NAIFA’s new headquarters offices in Arlington, Virginia.