When selling life insurance and recruiting agents and brokers, The Penn Mutual Life Insurance Company (Penn Mutual) struggled to attract a young, diverse audience. Wanting to expand beyond its older, white male base, it sponsored the Penn Mutual Collegiate Rugby Championship (CRC) in 2015 to appeal to millennial fans of the fast-growing sport.
To grow brand awareness and engagement, Penn Mutual launched a 2016 campaign that included a new microsite, a rugby newsletter, traditional media, and posts via social media and the company’s blog. It also sponsored The Rugby Business Network—a nonprofit for business leaders who love rugby—and had two rugby Olympians serve as brand ambassadors.
