Client
Prudential Financial
Role
Art Director
Audience
Consumer, Internal
Date
2022
Prudential — Life Insurance Awareness Month 2021, Interactive Experience
The LIAM 2021 interactive experience was built with a dual purpose: to equip financial advisors with the tools and language to have meaningful conversations about life insurance, and to make those conversations feel personal — connecting real-world situations to real-world benefits through imaginative, shareable storytelling.
The main experience was approved for financial professional use, while each of the four interactive stories was client-approved and designed to be shared directly by advisors — extending the campaign's reach organically into client relationships. The full experience was supported by both email and social media campaigns, creating a consistent presence across every channel.
The results validated the approach at every level. Within just 27 days of launch, the main page drew 3,684 unique visitors and 7,167 total page views — averaging 123 visitors per day. The four individual stories accumulated 2,027 page views in the same window. All five supporting emails surpassed open rate benchmarks at 17.76% — 11 points above benchmark — while social posts delivered 57,000 impressions and over 1,000 engagements, all outperforming targets across a 30-day period. The campaign's downstream impact extended further still: Individual Life Insurance sales rose 10% in 2022.
Copywriter: Benjamin St. Jacques
