At Assurance, one of our big demographics we target for Life Insurance is young parents. This is an audience that is typically difficult to get results from because many simply don't know why they don't need it. Our marketing team noticed this and gave me a creative brief to make an informative life insurance ad that would be posted on Facebook and Instagram stories.
Why do you need Life Insurance?
After hearing the rundown, the aspect that I resonated most with was how life insurance is really just protection for the people close to you. Based on this, it made most sense to identify the relationships that people care about most. This includes children, spouses, and elderly parents. Who depends on you for support? Protect them with Life Insurance!
That ended up being the tagline of the piece, as well as a great call to action. From there, I worked on the design of the story ad, which included editorial images of people in the targeted demographic. There are a collections of small "mographies" (a term that I'm very proud to have made up) that are visually stimulating while the ad's copy writes out. The motion and graphic design of the piece matched what we know to be successful based on past results and our competitors. Here is the final piece:
I'm happy with the results, and even happier to note that this ad resulted in a lower cost-per-lead and higher clickthrough rate than any of our previous life insurance ads for this audience. Highlighting early on in the ad that there is a lack of awareness of life insurance's purpose was instrumental in keeping people engaged with the ad. The audience was much more informed about how life insurance can help them, and definitely why they needed it.
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