THREE: Crafting A Brand Story With Clear Benefits
Most insurance is intentionally confusing and long-winded. Why? Hidden inside hundred-page policies filled with legal terms and jargon are countless reasons to deny an owner’s claim.
THREE is different because the policy is only three pages AND it’s actually straightforward. But through market research, we found this major benefit wasn’t clear to prospective customers. THREE needed a new way to tell its story to help busy business owners understand that THREE is different—and better for owners.
How I helped:
-Wrote above 1 minute script + 30 and 15 second cutdowns
-Led concepting on the campaign theme and story
-Selected the VO artist and directed the recording session
-Recommended options for A/B testing
-Created copy for social media and banner ads
-Versioned messaging to resonate with customers across the sales funnel
The results:
-Simplified a complex story into a clear benefit for prospects
-61% rise in click-through rate
-47% more conversions
-50% savings on cost per lead
