5.66MM+ ad impressions. 5.4K+ users driven to the microsite. 8K+ page views. High site visit rate of 81%. One month after launch (September 2017).
The challenge for our client, the Massachusetts Association of Insurance Agents (MAIA), was to invigorate individuals to choose independent agents for their insurance needs. To differentiate from the competition, we appealed to peoples’ uniqueness and empowered them to live boldly.
We created a microsite to help qualified users find independent agents in their area and executed the campaign across web banners to drive them there.
Working alongside the copywriter, I achieved a delicate balance between messaging, tone and imagery to appeal to users in a relevant and impactful way. I used all elements of design, including bold typography, fun and informative iconography, and relevant yet personal imagery to further inform the look and feel. I ensured careful crafting in every process of the design, from executing on graphic design to overseeing UX, web development and quality assurance.
The result was a fully responsive insurance microsite and ad campaign that connected with people on an emotional level.