Originally published by Makovsky.
Breaking Away from Traditional Insurance Products
MetLife, a leading insurance provider, was looking to break out of its traditional consideration category of insurance products and position the brand as a tech innovator, committed to customer-centricity and added value.
Leverage target audience to use and adopt new lifestyle app, giving consumers power to trial and error, and provide feedback to improve the app.
Capitalize on MetLife brand to engage existing audience base to spread broader awareness of app and encourage participation with customer experience activations.
Partnered with select mommy bloggers to serve as beta testers of the app.
Launched Infinity, a first-of-its-kind lifestyle app, following successful strategic testing and customer experience activations.
Used MetLife internal channels to engage employee base as users, raters and commenters to drive downloads.
Established a presence with a pop-up experience at New York Baby Show and Biggest Baby Shower with product demos and direct downloads.