Demographic-Targeted Life Insurance Campaign

Client: Fortune 100 Financial Services Company

Role: Creative Direction, Copy

After our rewrite of life insurance content for the company's corporate life insurance site helped win them a #1 DALBAR ranking (beating companies like AXA Equitable and New York Life), our team hired to oversee the creation of a micro-site targeted specifically to women. This micro-site would be a part of a larger campaign, and serve as a companion to a direct mail piece the client had also commissioned. 

Our task was to lead the client's marketing team in generating a strong stylistic and tonal approach for the campaign that married traditional direct response marketing language with the informational needs of a corporate site while remaining true to their brand's unique voice and graphic standards. Then, we expanded that through full copy development, image selection and banner design.

The result was a strong, branded micro-site which appealed directly to one of today's most powerful purchasing demographics.

Additional contributions from: Linda Brignola-Braverman