Lincoln Financial reframed retirement for Gen X by treating it as actionable life planning. A four-part docuseries and integrated content ecosystem focused on passions, identity, and the behaviors that sustain them.
Lincoln Financial repositioned retirement for Active Aspirers (ages 45–63) by framing it as action planning tied to identity and purpose rather than product features or savings targets.
The campaign used a four-part docuseries hosted by Rich Roll featuring recognized figures to link physical, mental, and financial preparation with sustaining meaningful activities over time.
Execution relied on an integrated content ecosystem where long-form episodes drove deeper engagement and broader components reinforced life-outcome messaging.
Strategy & Planning Related Topics Content Marketing Strategy Demand Generation Audience Building Content Operations AI in Marketing Recent in Strategy & Planning SEE ALL Content Marketing Strategy. Sep 16, 2026 Measurement & Optimization Related Topics Content Marketing Analytics Data SEO for Content Content Optimization Recent in Measurement & Optimization SEE ALL Content Marketing Analytics & Data. Key Metrics, Signals & Sources Sep 23, 2026 6:00 pm UTC Strategy & Planning.
Rather than focusing on products or savings targets, the program emphasized life outcomes and sustainable engagement with personal passions. Long-form episodes drove deep engagement, distributed across YouTube and social platforms where content appeared as entertainment rather than advertising. Lincoln Financial Lincoln Financial launched The Action Plan to reposition retirement planning for Gen X, a demographic that views retirement not as slowing down but as an opportunity to pursue lifelong passions.
Sep 16, 2026 Content Creation & Distribution Related Topics Social Media Content Video & Visual Content AI Content Creation & Tools Content Distribution & Promotion Recent in Content Creation & Distribution SEE ALL Content Marketing Strategy. Team Apr 30, 2026 Content and Marketing Career & Salary Outlook. Execution was designed as an integrated content ecosystem.
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In the two years before I retired, I put "write myself a job description for my retirement" on a list. Retirement, for those keeping score, is the part where you don't have a job. The list lived on my phone, in a note called Elaine's Retirement. It had 14 sections, because apparently my retirement required the same sco
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The best plans go far beyond just when you can retire.
A marketing action plan is what separates a marketing strategy from marketing results. Most teams have no shortage of goals... Read More The post What Is a Marketing Action Plan? (Example & Template Included) appeared first on ProjectManager .
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