PROJECT
NEXT-LEVEL PROTECTION CAMPAIGN
SUMMARY
We crafted a cohesive digital and print campaign that showcased the exceptional protection and unique benefits of Equitable's new VUL incentive product.
RESPONSIBILITIES
ART DIRECTOR, LEAD DESIGNER
The project began with a detailed client brief outlining the product's core benefits and its target audience. From there, we developed multiple campaign theme directions, each designed to resonate with the audience and communicate the product's unique value. After presenting these concepts in a stakeholder meeting, we collaborated to identify the direction that best aligned with the campaign's goals. The result was a thoughtful combination of two key ideas: "Perfection, Perfected" and "Protection That’s Personal," which became the foundation for the final campaign "Next-Level Protection."
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We developed a comprehensive suite of assets, including an email journey, digital promo boxes for paid media, a direct mailer targeted at advisors, and a newly designed landing page. These elements worked cohesively to engage the audience across multiple touch points. The campaign proved to be highly successful, exceeding projections by 11%, driving over 5,000 webpage views in the first month, and contributing to the successful launch of Equitable's VUL product.
THE RESULTS
Launched our successful "Next-level Protection" campaign for VUL Incentive Life Protect, generating just under 5,000 pageviews to our fully redesigned landing page.
With C-suite executives as key stakeholders, this campaign was a high-visibility initiative for the company, requiring strategic alignment across multiple teams. Throughout the process, we worked closely with leadership to ensure the design and messaging reflected both the company’s vision and the product’s unique value, while appealing to advisors and they're key needs. The result was a polished, cohesive marketing effort that is still in use today.
