MassMutual Financial Advisor campaign

MassMutual partnered with The Fantastical to create a campaign that would inspire people in the Multicultural and Small-to-Medium-Sized Business markets to start working with a MassMutual financial professional or leverage an existing relationship. The challenge was to convey that they understand the struggles their business/culture is facing—especially when it comes to weathering storms and remaining financially secure despite volatility. The launch was timed with the onset of the COVID-19 global pandemic in the American market and was rolled out in three phases: control, recovery and looking ahead. MassMutual set an aggressive goal to have 65% of their financial professionals successfully adopt and use this campaign by phase 3 of their market plan. That goal was exceeded in phase 1, which speaks to the relatability of the campaign both for financial professionals and their clients.