MassMutual | Uncomfortable Truths 2.0 | 2023
THE ASK
Renew the Uncomfortable Truths campaign, shifting focus from product-led messages to a one of holistic financial planning.
Many Americans avoid taking care of (and lose sleep over) their finances because they feel they don’t have someone they trust with whom they can confront the uncomfortable truths – about money & mortality – in their lives.
41% of Americans have lost sleep over their finances.
39% of Americans don’t have someone they can ask for trusted financial guidance.
THE INSIGHT
Depict relatable people grappling with relevant, broad financial questions in a humorous way to help prospective clients get comfortable taking on the uncomfortable of their finances with MassMutual & its advisors.
THE IDEA
+3% points in Awareness
+2% points in Consideration
BRAND IMPACT
FCS Portfolio Awards | Silver
Hatch Awards | Merit
AWARDS
@SleeplessPapa51
From the “Not Trending” commercial was born a social star who could extend the commercial’s premise (making embarrassing social videos due to not being able to sleep because of finances) into the social world in a relatable & entertaining way. The brand then dueted with this content to drive further engagement & ownership.
SOCIAL EXTENSION
In its first wave, @SleeplessPapa51 gained 13 thousand followers & his videos garnered 11 million views- all with limited investment.
RESULTS