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A man, young girl, and woman holding signs that say, "Flexible policy," "budget friendly," and "Gerber Life Insurance"

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Gerber Life Insurance

How can an insurance company form emotional and long-lasting connections with customers? We helped Gerber Life Insurance take on the challenge by showing the life behind life insurance and demonstrating how the right policy can translate into peace of mind.

Challenge

Gerber Life wanted to make the insurance journey more human and meaningful for customers.

Solution

We analyzed 1 million customer records to determine the best ways to shape each customer touch point into a story and then created a marketing ecosystem that put humanity front and center.

Results

We improved 38 journey junctures across the ecosystem. As a result of the customer journey work, 31 new strategic initiatives are planned.

Gerber Life Insurance website on a tablet

Showing the life behind Gerber Life Insurance

Consumers perceive insurance companies as transactional and necessary, but we know there’s more to the story. Given the sensitive and personal nature of life insurance, we saw an opportunity for Gerber Life to build connections with customers by allowing humanity—as seen in snapshots of everyday life—to lead the messaging across every channel.

Gerber Life Insurance website on a laptop
Gerber Life Insurance social media image on a mobile phone

Finding the fingerprint in every touch point

We ensured each touch point told a story by allowing the creative to speak to the practical benefit and emotional value of choosing Gerber Life. Through our strategic direction and creative storytelling, we’ve built ownable moments that help Gerber Life address lapse rates and improve consideration for coverage.

  • Analyzed every junction of the customer journey 
  • Evolved the ecosystem to focus on humanity 
  • Actively shaped the brand’s visual identity, personifying the practical needs of the consumer with active visuals and images 
  • Utilized storytelling devices to add whimsy and connection 
  • Developed a communications strategy for policy maturation, such as when policy ownership transfers to children as they come of age 
Gerber Life Insurance social media and website on multiple mobile phones

Launching a new Gerber Life Insurance product

Our customer journey initiatives led to work on the launch of a large new insurance product. As Gerber prepared to introduce its new offering, our team managed both strategic and creative work streams, including: 

  • Establishing the voice and tone for the product launch 
  • Developing launch campaign media and supporting assets 
  • Creating application forms, email templates and other customer experience collateral 

Partnership for the future

What started as a six-month collaboration in 2022 has evolved into a lasting partnership. Elevating the experience across the entire marketing ecosystem has helped humanize Gerber Life—and fuel brand love.

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A young Black man in an apron smiling in the doorway

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NCRLA

Everyone loves a good vacation, a day trip or just a meal they didn’t have to cook. But it takes a throng of dedicated hospitality workers to bring the perfect excursion to life. As the state of North Carolina struggled to fill these many roles, we helped the North Carolina Restaurant & Lodging Association (NCRLA) confront stereotypes, shift perceptions and invigorate the hospitality industry through a new integrated campaign.

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Challenge

Candidates weren’t flocking to hospitality jobs in North Carolina. The state’s hospitality industry faced a shortage of over 50,000 workers, even as thousands looked for jobs in the region.

Solution

We connected with hospitality employees to rebuild it from the inside out, developing a story-focused campaign (Serving Careers) that highlighted the industry’s unique appeal.

Results

Our Serving Careers campaign website attracted over 600,000 visitors within just six months. It also drove candidates to start 687,000 job applications, with application start rates topping Indeed’s benchmark by 176%.

NCRLA website on multiple tablets

Aligning campaign execution with audience insights

We began by interviewing hundreds of hospitality workers across the state. These interviews uncovered compelling stories to share on all channels. They also steered our campaign in line with real audience experiences.

Our subsequent strategy centered on the hopes and habits of actual candidates:

  • Candidate behavior informed our media outputs and creative optimization.
  • Candidate career aspirations informed our messaging.
  • Candidate job board habits informed our Indeed interface (custom-developed for this program).
NCRLA website on multiple mobile phones
NCRLA sign up form on a tablet and mobile phone

Fueling action on every NCRLA channel

Our integrated Serving Careers campaign made use of nearly every marketing channel. Whether on streaming TV, out-of-home, banner ads, social media, job boards or any other format, we drove qualified job-hunters directly to listings on Indeed.com.

For candidates who needed more resources before starting an application, we developed a holistic new website. The website provided:

  • Indeed.com interface for direct applications after viewing site content
  • Hospitality career success stories
  • Industry myth-busters
  • An interactive quiz to uncover your hospitality job fit
  • Training opportunities
NCRLA billboard ad

Amplifying real stories for real impact

Ultimately, the hospitality industry needed to get back in touch with its strengths to increase its appeal and drive people to consider new careers. Our storytelling focus for NCRLA shed light on the relevant, concrete employment journeys workers take in the industry—as well as the viable short- and long-term career options available.

The NCRLA website on a laptop
Screenshots of NCRLA Now Hiring content

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Two hands holding a smartphone with the Verizon logo displayed on the screen

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Verizon

How can a nationally recognized wireless provider like Verizon change consumer perception that it’s just another utility brand? By sharing stories that demonstrate how consumers can use the technology it provides to enhance family life.

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Challenge

Verizon is globally recognized, but primarily as a wireless provider. The company wanted to shift consumer perception and engage audiences more authentically and organically to fuel growth.

Solution

To help position Verizon as a technology solutions leader, we developed a new content platform addressing parents’ pressing concerns about phone and internet use. Our work included a new content strategy, user experience and journey mapping, and ownable content (including influencer, paid social, organic social and website).

Results

Verizon saw a 10% surge in B2C sales influenced by the new content programs. In addition, the brand’s site engagement rates doubled, web traffic increased by 30% year over year and 33% of product page visitors downloaded gated content.

Verizon magazine spreads

Inspiring trust and brand affinity by addressing technology questions

Verizon had the opportunity to demonstrate that it understands the critical role technology plays at home—and how that role changes with each life stage. With an omnichannel content strategy, we connected with consumers wherever they were to provide relevant content on topics important to parents.

Verizon digital wellness content displayed on a computer monitor
Verizon "my plan" parenting guides

Telling the stories parents want to read

Need to find the best VR headset for your teen? Want to learn how gaming can help build resilience in kids? Or interested in understanding the connection between screen time and sleep? You’ll find it all in Parenting in a Digital World, a resource we created to offer curated topic- and age-based content for parents.

  • Reinforced the omnichannel strategy by aligning paid and organic social campaigns with on-site promos
  • Used storytelling to build ownable moments that demonstrate how Verizon understands the concerns parents have about technology use at home
  • Strengthened a sense of affinity and community with a gated landing page and downloadable e-book
Animated Consumer Connections Report 2024 featuring consumer trends data and statistics

Meeting audiences where they are

We also identified strategic ways to connect with audiences outside the core program website. To this end, we launched and managed influencer programs, a push notification initiative and multiple digital wellness campaigns. We combined geotargeting with media placements across YouTube, Spotify, streaming TV, broadcast TV and radio to drive thousands of new visits to Verizon’s content.

Verizon plan brochures

Long-term loyalty

What started as a six-month project has expanded into a partnership spanning several years. Verizon’s content program has grown as well. To match that growth, we developed an entirely new site structure and experience.

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A can of Pepsi zero sugar with the full Pepsi logo displayed

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PepsiCo

How did a global food and beverage company competing for top-tier talent win the recruiting game? By leveraging the PepsiCo swagger factor, we highlighted that the people behind the brand are just as cool and dynamic as the brand itself.

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Challenge

PepsiCo was struggling with recruitment, often losing out to companies in Silicon Valley that were also trying to hire top talent with backgrounds in science, technology, engineering and math (known best as STEM). The brand needed to change the narrative to show how PepsiCo is an innovator with a far-reaching portfolio.

Solution

We helped to reposition the organization by finding interesting stories to tell and then sharing those narratives through an immersive digital experience.

Results

The click-through rate on job postings increased by 2.5% above the industry average. PepsiCo also saw a 20% increase in the time website visitors spent on the new Careers site. Our work also led to a relaunch of the PepsiCo Careers site and a partnership with the global team to redesign PepsiCo.com.

PepsiCo Careers site on a computer monitor

Matching the message to the medium

PepsiCo had interesting stories to tell—they just had to be crafted and shared the right way. We used several storytelling formats that aligned the audience with the right channel. For example, we crafted stories for the content hub, Careers microsite, social media and the corporate website.

Screenshots of PepsiCo Careers content

Executing on a global scale

Pace managed the content strategy, UX and development of the new Stories site, as well as story creation and activation. Our task was to:

  • Craft a cohesive strategy to woo employees across the globe 
  • Find the right brand stories to tell 
  • Use storytelling to build ownable moments about products, people and solutions  
  • Build an immersive digital experience—making the medium for our stories match the message of PepsiCo’s vibrant identity 
  • Change the narrative, showing PepsiCo’s position as an innovator with a wide-reaching portfolio
PepsiCo Careers social media content on multiple cell phone screens
PepsiCo Careers website and content shown on a cell phone and laptop

Relaunching the microsite

After great success with our initial engagement, PepsiCo asked us to relaunch the Careers site. We also partnered with the global team to redesign PepsiCo.com.

PepsiCo.com on a laptop screen

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Our team is ready to tell your story.

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