Introducing Voya Financial

LinkedIn FinanceConnect

May 15, 2015

Jim Cowsert

VP, Advertising and Brand Strategy

Staged transition required phased communication

Q4 Q3 Q2 Q1

2014

January 6

Robust stakeholder

communications begin

May 1

Investment Management and

Employee Benefits begin doing

business as Voya Investment

Management and Voya

Financial, respectively

September 1

Remaining business

entities begin doing

business as Voya Financial

April 7

ING U.S., Inc. holding

company name changes to

Voya Financial, Inc.

Jan – Feb 2014

The year started with highly visible ING advertising

Build association between

ING and Orange

Money™ and signal

coming transition

Mar – Apr 2014

In March, initial Voya Financial transition messaging added

Begin signaling coming

transition to Voya

Financial

Adapted television spots:

• Voiceover: “ING is becoming Voya, a new

company dedicated to helping you reach

and enjoy retirement. Learn more at

ING.us.”

• Graphic: Introduction of Voya Logo

• Mnemonic: Auditory cue for Voya

Learning through social integration with NBC Universal media

Built follower acquisition in preparation for Voya® transition

May – Aug 2014

Two flights of transitional trade advertising followed

Sept – Nov 2014

Sept - Nov

May – Aug

Extended follower acquisition to LinkedIn

LinkedIn display and sponsored posts reached B2B target

Sept – Nov 2014

Introduce Voya™ to

Consumers

In the fall, Voya® emerged as a new kind of financial company

Employed broad media to build awareness

Renew opportunities and tactics

that have been proven to be

successful and notable

Social

Generate buzz & increase fan base

with the Voya launch Renew opportunities and tactics

that have been proven to be

successful and notable

Search

Enhance campaign performance by

ensuring placement of Voya content in

prime search results

e been proven to be successful

and notable

Broadcast

Build awareness and increase reach by

targeting top sports and broadcast

dayparts

that have been proven to be successful and notable

Mobile

Bring brand awareness to consumers

across mobile/tablet devices across

endemic/highly relevant content

e been proven to be successful

and notable

Digital

Build awareness of Voya through

multiple platforms & drive brand

engagement

Created and amplified content aligned with media partnerships

Facebook Copy:

Some call it hoarding. We call it

saving.

NBC Today

CBS This Morning

ESPN

Developed Voya Born to Save™ integrated campaign

Drove brand message through ad units on social platforms

Roadblock

Follower Ad

Sponsored Updates and

Promoted Posts

Social media placements grew Voya® brand metrics

LinkedIn Display moved key metrics against core target

Exposed vs. Control

Brand Awareness + 12 pts

Helps Save for Retirement + 12 pts

Provides Retirement Income + 22 pts

Brand Consideration +18 pts

Source: LinkedIn Brand Impact Study 2014, Age 45-64

Keys to maximizing impact of social content

Build Base

Pursue Partnerships Stay on Brand

Test for Future