Uncomfortable Truths
Death and money are topics people will do anything to avoid. And brands in the insurance and investment category try just as hard not to talk about what they do.
We decided the only way to get people actually planning and investing is to sit down and have these uncomfortable conversations.
“Teaching Moment”
“Father Knows Best-ish”
“Not Trending”
Sleepless Papa
We extended the character of the father from the “Not Trending” spot with a subversive social campaign, creating actual TikTok and Instagram accounts where we shared all of the late-night videos he posted during his finance-induced sleepless night.
Everything was posted as if it were from a real person, creating tons of organic engagement, with MassMutual joining the conversation by selectively posting comments and dueting a few videos.
