To capitalize on seasonal interest in life insurance, the in-house Brand team at Policygenius was tasked with developing a multi-channel digital advertising campaign for the month of January that could accomplish two goals. First, we needed to identify and depict our target customers' why for getting life insurance coverage. What feelings could we evoke that would prime them to make an insurance purchase? At the same time, awareness of our product and its value wasn't enough: We needed creative that would convert browsers into buyers by incorporating tried-and-true direct-response tactics. On top of those directives, we needed this January campaign to steer clear of hyper-seasonal colors, messaging, or themes so that the material could be as evergreen as possible.
The resulting campaign, consisting of over 150 assets designed for use across a dozen digital channels, thread the needle perfectly between our interest in building our brand over the long-term while still driving leads in the short-term.