Video production

Background

By providing a library of financial literacy resources, we helped create brand trust while keeping our consumer continuously engaged. Our library not only included a blog, but also video content. We produced a series of short financial webinars with tips on budgeting, retirement planning, and life insurance.

The Challenge

We were tasked with converting an audience that does not often discuss life insurance and tends to believe that their employer-provided insurance is sufficient for their needs. We decided to use educational content to better shape our consumer from awareness through purchase.

The Solution

I orchestrated a digital content strategy that included the use of short, informational videos. These videos would allow our brand to consistently deliver more focused content without being invasive toward our audience. We chose to discuss a wide variety of topics that research suggested would be engaging to our consumer, and also educated them on the benefit that our term life insurance product provided.

The Results

The videos were used within the paid social channel and each produced over 200K views. The click-through rate was about 1.5% on average. We also noted that individuals were much more likely to engage (comments and likes) with video, rather than graphical content.

My Role

Organize video production, including storyboard and production checklist
Write copy for each video, researching content to ensure accuracy
Develop measurements of success, timelines, and budgets

*Example of how the video was displayed on Facebook