Challenge
Many seniors fear running out of money more than they fear death. But most don’t know that they can sell their unneeded life insurance policies for cash. These transactions, called life settlements, are a powerful, though little-known, financial tool. Lighthouse Life, a startup with a different point of view, wanted to change all that.
Solution
In a largely transactional industry, Mangos took a more empathetic approach, positioning the brand as one that advocates on behalf of seniors everywhere. This positioning not only reflected the company’s deeply-rooted values of respect and transparency, it also dramatically differentiated Lighthouse Life in the marketplace. The comprehensive branding initiative, which was designed to speak to both consumer and B2B audiences, included a new identity and graphic standards, collateral, web banners, targeted emails, native videos, and a website re-skin.
Results
The brand is attracting new prospects—not to mention venture capital. In the first 3.5 months, the launch campaign sparked conversations on social media, generated 20+ million impressions via online display and video ads, lifted conversions and click-through rates, and motivated an impressive 72% of viewers to watch the web videos from beginning to end.
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