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.
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.
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
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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