Mass Mutual

Zhiyuan Xie

Campaign, UI/UX

Have you ever felt overwhelmed by the process of choosing insurance? Building towards the future can be a daunting task for a lot of Asian Americans, especially Chinese Americans and Asian Indians. With insights from the previous campaign, we noticed that Asian Americans were actively engaging with the campaign, but the interaction dropped when they got to the landing page.

Mass Mutual is a trusted provider for financial solutions known among Asian Americans. We aimed to establish MassMutual a partner in your future planning. Whether young professionals navigating careers or parents planning for family's future, you don’t have to do in on your own. We launched a 10 week campaign and built a landing page that’s always-on for Asian American. I worked closely with the team to lead the landing page design from user flow to final delivery. I also executed the animation to help better deliver the concept. We helped to boost consumer engagement and product consideration with insightful, and educational content.

Live site

A Platform Dedicated to Asian Americans

Understanding Mass Mutual’s unique selling points and utilizting the existing tools, we crafted this landing page for Asian Amercian. Users can learn more about what Mass Mutual offers, and take high value actions, such as the quizs, calculators, video, and blogs, etc.
The action per visitors on the landing page increased by 13.28%.

A Platform Dedicated to Asian Americans

The video received 30.1 MM impressions and 36,466 clicks.

Credits

Client
Mass Mutual

Scope of Work
Content Strategy, Bilingual Marketing, Landing Page Design, TVC, Display Ads

Art Direction
Kaipo Leung

Multidisciplinary designer based in NYC.

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