Client: MassMutual
Role: Art Direction + Production Design
Objective: Design a system that allows us to develop generic campaign assets to be made available for independently branded insurance agencies operating within the MassMutual network, at scale with a goal of achieving an adoption rate of 26 firms.
Method: I took inventory of the independent agencies + their branding to assess brand colors, categorize them into like groups, and boil them down to 4 distinct color choices: 3 choices were based on advisor color profiles and 1 was a neutral option. We allowed firms the choice of which color profile fit their standards best and set up working files in a way that made it easy to make the necessary color + logo swaps to each creative asset.
Results: Process allowed me to develop over 900 final display and social ads in two weeks. The campaign exceeded the expectations with an adoption rate of 35 firms.
To different our campaign from the MassMutual branded campaign, we chose to use illustration instead of photography. Because we wanted an "ownable" look, and because we needed so many illustrations to pair with the headlines, we decided the best course of action would be to draw all of our own in-house. (Display ads shown below)
As the campaign progressed we noticed most of our engagement on social media, in response we developed additional assets for advisors to use on Facebook.
As the campaign moved to maintenance phase, I realized some additional opportunities we could take to optimize engagement levels. I put together three different strategies to pitch to my team and mocked up some high level comps as a visual aid to communicate my ideas.
