MassMutual debuts Facebook campaign

BOSTON: MassMutual Financial Group has boosted its social media work with the launch of "Why Life Insurance?," a consumer awareness campaign on Facebook.

BOSTON: MassMutual Financial Group has boosted its social media work with the launch of “Why Life Insurance?,” a consumer awareness campaign on Facebook.

The initiative, focused on raising awareness and educating consumers about the importance of life insurance, is MassMutual's first to be focused on its Facebook page.

“The core issue that we are wrestling with is the fact that there is a low degree of life insurance ownership," said John Chandler, CMO of MassMutual. "An understanding of life insurance in the US today is actually at an all-time low in terms of our industry, and we wanted to try and address this."

The company is targeting middle- and upper-middle-class members of Generations X and Y, Chandler added.

The effort features videos, interactive tools, and content on the company Facebook page. MassMutual AOR Weber Shandwick is supporting its PR components, and ad agency Mullen created its advertising and promotional content.

The videos, hosted on the company's YouTube channel, feature children taking on adult discussions about life insurance.

Chandler said social media gives the company a more effective way to create dialog and engage its audience versus traditional advertising and promotion.

"It's an ongoing goal for us not just to advertise our products, but to really focus on education and awareness about the importance of insurance and planning properly," he said. "Social media is entirely appropriate because we're trying to foster a dialog more than we're trying to run a branding campaign. Giving folks a safe way to educate themselves on their own is very important to us."

The company is reaching out to thought leaders and associations, such as the Life Foundation, as well as consumer and financial planning media. MassMutual's Twitter page, which launched a few months ago, will also serve as a messaging destination.

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