Massmutual Social Media Ads

Problem

MassMutual needed to grow their Coverpath brand's awareness among key customer demographics.

Solution

We pitched a 10 episode campaign of social-first commercials that explained what Coverpath was and how it's the smart choice for life insurance. Each episode targeted a specific demographic for which they wanted to increase awareness and engagement.

We spent a lot of time learning about the industry and how Coverpath's brand stood out. Our founder Patrick Ortman then wrote the series, keeping legal and compliance in mind since insurance is a highly regulated industry.

Says Patrick: "When people think about life insurance, they mostly fall asleep. It's boring. Tedious. And that has  depressed adoption of the product for the past two generations. But Coverpath is different. It's a part of MassMutual that doesn't color inside the lines. They're a disruptor. So I knew that this lightly comedic, slightly sardonic approach would be a perfect fit for this renegade brand".

When it comes to production, most of our MassMutual work has been in the NYC area. But we went to LA for casting and production. Patrick explains "When I think about LA, I think about all the sitcoms I watched growing up. I knew that sitcom-trained comedic actors would bring something special to this series, so to me shooting it in LA was a no-brainer. The client was thrilled with the outcome. So was I!"

We shot the series on a soundstage in Los Angeles over three days.

Results

This campaign has won 11 awards for our innovative take on explaining life insurance and was a key part of Coverpath's B2C marketing for three years. It helped raise awareness, explained how the platform (and life insurance) worked, and amplified Coverpath's brand positioning that life insurance didn't have to be boring.