New York Life Puts the Immigrant Experience in Focus

Insurance co. moves to entice multicultural audiences

In an effort to attract multicultural audiences, New York Life has launched a social media campaign that celebrates the immigrant experience in America. 

“Your Choice” highlights the role diverse communities play, and emphasizes “the sacrifices of the first generation, the importance of cultural preservation and the relentless pursuit of success.”

Plan C Agency developed the creative. 

“The primary objective is to solidify New York Life’s position as a trusted financial partner within the multicultural community,” says Sharissa Chan, Plan C’s director of strategy. 

“We are delving into the heart of what it means to be an immigrant in America, and, in turn, cultivating a strong emotional connection with the target audience.”

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The initiative also seeks to educate a broad audience on the importance of financial planning and legacy building. This stems from the brand’s recognition of the increasing influence and purchasing power of multicultural consumers (and the resulting market opportunities).

Chan says the campaign’s narratives took guidance from lived experiences and aspirations of multicultural communities. Plan C execs were then able to identify common themes and challenges, which served as the foundation for the work.

Meaningful legacy, be it connections to family, career milestones or achievements in education—those which require courage in making decisions—emerged as the main theme. 

Chan also points to the “significant shift” occurring in marketing, whereby diversity and inclusion is now perceived as critical. 

“Multicultural marketing is now a strategic necessity driven by growing demographics and economic realities,” Chan says.

“Multicultural populations are growing at an unprecedented rate, representing a substantial and increasingly influential consumer segment. Their collective purchasing power is immense, and their cultural impact is reshaping industries and trends.”

“Your Choice” will run on social media platforms, New York Life-owned properties, and through its network of 12,000 agents over the next 12 months.