Anything But Small: From Insight to Campaign
Working closely with our Masterbrand group and Market Research, we developed a survey for small businesses to delve into their mindset. While we fielded extensive quantitative research, we also did "man on the street" research and asked 100 small business owners to describe their business. The results was our "big aha". . .there is one word small business owners do not use. Small business describe their business as fun, innovative, passionate. . .anything but small. As a result, four commercials were developed based on this insight.
The commercials ran in 21 key markets and were featured prominently as part of our booth experience at the Chamber of Commerce events. We have seen significant increases throughout the marketing funnel from lifts in awareness (up 2%) to increases in consideration and preference (up 3 to 4%). We have also seen increases in quotes and closing ratios - as compared to the non-advertising markets.
An integrated campaign was launched, including TV, digital, and print. As well as sales and associate tools such as a "Sign & Send" templates for our sales team, article for MyMetLife (our internal website) and FAQs.
View the commercials on Youtube: MetLife Small Business Commercials
Print: ABS Print Ad Final.pdf
Overview deck with strategy, digital and website:
SB Integrated Campaign_ABS.pptx
Internal Communications:
AnythingButSmallCampaign for MyMetLife final draft.docx