Breaking the category.
In 2016 when Modco became the AOR for Brighthouse Financial - new division of Metlife - we received a three word mandate: break the category. This was made more challenging as Brighthouse Financial products are not Direct to Consumer, but through Financial Advisors only.
Big insights came from competitive analysis, it was a sea of sameness with everyone in the category buying the same media placements! We developed a comprehensive multi-channel media plan to launch the Brighthouse brand in the US market in 2017. That campaign continues and with television, digital, mobile, print, SEM, social media and trade advertising. Modco 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 brand story through interactive content and high impact executions.
Strategy and executions are evolving in 2019 with a heavier focus on Financial Advisors and driving super efficient leads.
awareness level reached for financial advisors in Nov ’18 (15% above goal)
ahead of lead goal with social driving the greatest volume
decrease in cost per site visit since April ’17 launch