Project Name
Life Insurance Awareness Month 2021, Prudential
Role
Designer, Art Director
Date
2021
The LIAM 2021 interactive experience is an educational resource that not only provides
advisors with tools to have meaningful conversations with clients around the benefits of life insurance, but also as a means to connect real world situations with these benefits through imaginative storytelling.
The main page is approved for financial professional use only, but each of the four interactive stories are client-approved and shareable by advisors. The experience was supported by both email and social media campaigns. After another difficult year, we wanted to create a holiday card in the form of a short video animation. The video is simple yet impactful, and was shared out via email and Prudential’s social media channels to multiple audiences using three unique messages. The video is hosted within an interactive experience built using Ceros.
The experience was launched in early September and within 27 days the main page had amassed 3,684 unique visitors with a total of 7,167 page views with an average of 123 visitors per day.
The individual stories saw a total of 2,027 page views within the same time period with an average of 20 visitors per day.
All five supporting emails beat open rate KPIs at 17.76% (+11% above benchmark), while the social posts brought 57k impressions, 695 engagements, all performing above benchmarks.
Individual Life Insurance sales were up 10% in 2021.
Copywriter: Benjamin St. Jacques
