Retro Revival: Innovating with Forgotten Ideas
Nostalgia has a powerful pull, especially when it comes to beloved TV shows from our childhood. For Mutual of Omaha, their "Wild Kingdom" series wasn't just entertainment - it was a cultural touchstone that defined the company's brand for decades. Now, in an unexpected twist, Mutual of Omaha has brought back its iconic wildlife program with "Mutual of Omaha's Wild Kingdom revival," breathing new life into a classic format while staying true to its conservation roots.
The Legacy of Mutual of Omaha's Wild Kingdom
When "Wild Kingdom" first aired in 1963, it quickly became a Sunday night ritual for millions of American families. The show's groundbreaking wildlife footage and educational approach helped spark widespread interest in conservation. For many viewers, it was their first glimpse of exotic animals and far-off ecosystems.
But "Wild Kingdom" was more than just entertainment. It served as a powerful marketing tool for Mutual of Omaha, creating a strong association between the insurance company and the idea of protection. This connection resonated deeply with audiences, turning Mutual of Omaha into a household name.
Reviving a Classic: Wild Kingdom Conservation for the Modern Era
Fast forward to today, and Mutual of Omaha faced a challenge: How could they leverage this nostalgic brand asset in a radically different media landscape? The company's marketing team, led by CMO Keith Clark and VP of Brand Marketing Jen Wolf, embarked on a journey to modernize "Wild Kingdom" while staying true to its core values.
Their approach involved extensive market research and consumer sentiment analysis. They discovered that the emotional connection to "Wild Kingdom" remained strong, especially among viewers who had grown up watching the show. This insight became the foundation for their revival strategy.
Testing the Waters
Before fully committing to a revival, Mutual of Omaha conducted several tests:
- A partnership with The Dodo, a popular digital animal content brand
- Reactivation of "Wild Kingdom" social media accounts
- Airing classic content on RFD-TV
These experiments yielded promising results, confirming that there was still significant interest in the "Wild Kingdom" brand.
Digital Content Strategy for Wild Kingdom Revival
Recognizing the fragmented nature of modern media consumption, Mutual of Omaha developed a multi-pronged digital content strategy:
- Building strategic partnerships with conservation organizations
- Creating multi-platform content suitable for TV, streaming, and social media
- Rebuilding the digital ecosystem, including a revamped website and email marketing
This approach allowed them to reach both their nostalgic core audience and attract younger viewers interested in wildlife conservation.
The New Mutual of Omaha's Wild Kingdom: Protecting the Wild
The revived series, titled "Mutual of Omaha's Wild Kingdom: Protecting the Wild," strikes a balance between honoring the original show's legacy and addressing contemporary conservation issues. By focusing on success stories, the new series aims to inspire action rather than despair.
The show features two hosts: Peter Gros from the classic series and Dr. Ray Wai Grant, a wildlife ecologist who brings a fresh perspective. This pairing helps bridge the gap between past and present, appealing to longtime fans while attracting new viewers.
Expanding Audience Reach Through Audience Engagement
While the revival initially targeted the nostalgic 55+ demographic, Mutual of Omaha is also working to engage younger audiences. Their strategy includes:
- Leveraging social media platforms like Instagram and TikTok
- Launching a "Wild Kingdom" podcast
- Partnering with the National Wildlife Federation on a grant program for young conservationists
The "Protect Your Kingdom" Campaign
To tie the "Wild Kingdom" revival back to their core insurance business, Mutual of Omaha developed the "Protect Your Kingdom" campaign. This clever marketing approach draws parallels between wildlife conservation and the protection insurance provides, reinforcing the company's brand purpose.
The campaign uses a mix of traditional and digital marketing channels, including connected TV, YouTube, and targeted banner ads. Content marketing plays a crucial role in providing value to potential customers and guiding them through the path to purchase.
Measuring Success: Brand Awareness and ROI
The revival of "Wild Kingdom" has already shown promising results for Mutual of Omaha. The company has seen significant improvements in aided awareness metrics, growing from 90% in 2021 to 94% in 2024. More importantly, the percentage of people who know something about the Mutual of Omaha brand has increased from 35% to 51%.
These improvements in brand awareness and association are expected to have a positive impact on insurance product marketing, demonstrating the long-term value of investing in a nostalgic brand asset.
By modernizing "Wild Kingdom" for today's audiences while staying true to its conservation roots, Mutual of Omaha has successfully leveraged its nostalgic brand asset to drive growth and reinforce its brand purpose. This case study offers valuable lessons for other companies looking to revitalize beloved properties from their past.
FAQ (Frequently Asked Questions)
Why did Mutual of Omaha decide to revive "Wild Kingdom"?
Mutual of Omaha recognized the enduring emotional connection many people had with the original "Wild Kingdom" series. They saw an opportunity to leverage this nostalgic brand asset to reinforce their company's purpose of protection and create a platform for growth.
How does the new "Wild Kingdom" differ from the original series?
While maintaining its focus on wildlife and conservation, the new series, "Mutual of Omaha's Wild Kingdom: Protecting the Wild," emphasizes conservation success stories. It features both a classic host and a new wildlife ecologist to appeal to longtime fans and attract new viewers.
What platforms can I watch the new "Wild Kingdom" on?
The new series is available on multiple platforms, including broadcast TV (NBC on Saturday mornings), video-on-demand services, streaming partners, YouTube, and other digital platforms like Cozy and Samsung TV Plus.
How has the revival of "Wild Kingdom" impacted Mutual of Omaha's brand awareness?
Since relaunching "Wild Kingdom" and implementing the "Protect Your Kingdom" campaign, Mutual of Omaha has seen a significant increase in aided awareness, growing from 90% in 2021 to 94% in 2024. The percentage of people who know something about the brand has also increased from 35% to 51%.
Is Mutual of Omaha targeting younger audiences with the new "Wild Kingdom"?
Yes, while the revival initially targeted the nostalgic 55+ demographic, Mutual of Omaha is actively working to engage younger audiences. They're using platforms like Instagram and TikTok, launching a podcast, and partnering with the National Wildlife Federation on a grant program for young conservationists.