Prudential is jumping into the branded podcast fray by chronicling everyday acts of courage.
Life insurance is there for you during life’s big moments, like having kids or choosing to retire. So, the brand’s new podcast series, “Everyday Bravery,” is comprised of eight 30-minute episodes featuring real-life stories of people navigating scary situations on a smaller scale, like a guy struggling to break into stand-up comedy.
“Podcasts are a marketer’s dream when it comes to getting people’s undivided attention,” said Niharika Shah, vp, head of brand marketing and advertising at Prudential Financial. “It lends itself well to storytelling, and consumer adoption has been at high levels.”
The podcast series, which launched last week on iTunes, is part of Prudential’s ongoing content efforts. Its recent video series, “Masterpiece of Love,” told stories of grief and loss from real life insurance beneficiaries.
“It’s a continuation of us being a purposeful brand and trying to have an emotional connection with people,” Shah said. “We want to reframe life insurance—content associated with life insurance is about facing life’s fears. It’s an interesting place to play. The goal is, if we can be the brand that talks about courage and bravery, we’ll be the insurance brand people ultimately choose.”