Integrated Campaigns
Case study 1:
An award winning spin on Dental Insurance Marketing
Background
Nearly four years ago, we embarked on a strategic initiative to elevate awareness of Equitable’s dental product in a competitive market where our presence was still emerging. Recognizing the need to build both credibility and brand recognition, I identified a unique opportunity to align our efforts with two key cultural touchpoints—National Tooth Fairy Days. By anchoring our campaign launches around these moments, we tapped into an existing narrative that resonated with our audience, reinforcing our message while maximizing engagement and impact.
Solution
A strategically crafted and award-winning campaign, recognized by Graphic Design USA, successfully positioned our dental network as The Official Dental Network of the Tooth Fairy®. By leveraging this distinctive branding, we not only reinforced consumer trust and recognition but also drove meaningful business impact, strengthening Equitable’s presence in the dental market.
Year
2024
Client
Equitable
Achieved a
137%
year-over-year increase
in digital engagement.
21%
A
year-over-year increase
in dental product growth.
…and has inspired similar campaigns from competing dental networks,
demonstrating the influence and success of our creative approach.
Building on this momentum, we expanded the campaign’s narrative by bringing the Office of the Tooth Fairy to life. We showcased the desks and personalities of its quirky employees, crafting an imaginative environment that reinforced our connection to the Tooth Fairy while avoiding the creation of a mascot. Instead, the Tooth Fairy remained an unseen but omnipresent figure, giving us creative freedom to develop engaging stories about the office and its staff.
Each employee was given a playful identity and spoke directly about the benefits of our network, blending credibility with humor and charm. This creative approach allowed us to show that insurance doesn’t have to feel overly corporate, helping us stand out in an industry dominated by traditional blue-and-white branding. The campaign successfully connected Equitable’s name to the magic of the Tooth Fairy in a fresh, approachable way.
With the success of the initial platform, we sought to create something more expansive and enduring. This led to the development of The Official Dental Network of the Tooth Fairy® seal, which became a cornerstone of our branding. By incorporating this seal across materials, we positioned our dental network as the trusted choice. The campaign caught the attention of brokers, leading to increased engagement and even direct inquiries from brokers seeking opportunities to collaborate. The response exceeded expectations, with each campaign achieving record-breaking engagement and gaining enthusiastic recognition from Equitable executives
Integrated Campaigns
Case study 2:
Quotable Moments:
Leveraging the Moment
Background
Equitable's campaign aims to engage brokers during the fall selling season, enhancing brand awareness and driving quoting activity. The focus is on showcasing Equitable's digital capabilities as key differentiators in the employee benefits market.
Goal
• Engage brokers during key fall selling season to keep Equitable top of mind and drive quoting activity
• Increase book of business with targeted key firms
• Drive brand awareness and consideration of Equitable EB by leveraging Equitable’sdigital capabilities as differentiators in the market
Year
2024
Client
Equitable
It’s often in life’s most unexpected moments that the true value of the right healthcare coverage becomes clear. This campaign captures our deep understanding of life’s unpredictability — and highlighted why we offered comprehensive coverage for all of life’s most quotable, unforgettable moments.
