Two targeted demographics of seniors needed two distinct content approaches to connect: Confirmation of lifestyle and ease through encouragement. By developing a graduated approach to storytelling around core topics, this could address viewers in various stages of their retirement process.

With one of their primary products being a relatively new type of investment offering, trust and credibility were essential facets of the Brighthouse Financial message. As a service purchased through a qualified financial professional, the content strove to reframe the emotional decision making around the retirement process and align their products with prosperous and financially secure futures.

Strategy began with an analytic review of the audience demographic, their social use habits and patterns, as well as tactics for effective communication styles within the target groups. Content was produced in a batched quarterly basis which started with a topic range of content buckets and resulted in high-impact motion creative meant to deliver optimistic information in a seamless way.

Quarterly content was then mapped into individually researched deliverables that were divvied up amongst the creative team for development. All social assets produced included key media requirements such as: cover art, platform-specific captions, ADA compliant copy design, and, in the case of certain product information posts, direct external links to more information and the prospectus.

Facebook led with the most dynamic and direct platform strategy, with a secondary-audience strategy applied for Instagram and a “reserve” strategy continued for Twitter and YouTube Shorts. These strategies were partially deemed through consumer app statistics as well as platform abilities and limitations. All creative was delivered in the full suite of file sizes for optimized viewing on each platform.