Launching the New MetLife
MODCo developed a comprehensive multi-channel media plan to launch the Brighthouse Financial brand in the US market in April 2017. The campaign is ongoing in 2018 and includes television, digital, mobile, print, SEM, social media and trade advertising. MODCo has built first to market 360 programs with major media partners such as The Wall Street Journal, The New York Times, and CBS, showcasing the new Brighthouse Financial brand story through interactive content and high impact executions.
Strategy continues to evolve in 2018 with a heavier focus on Financial Advisors and driving efficient leads.
Surpassed Year Three Awareness Goal with Advisors in the first 8 months
Lower overall impressions in 2H 2017 still drove 46% more site visits
Cost Per Site Visits decreased by 54% since April ‘17 launch through aggressive optimizations