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MassMutual

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MASSMUTUAL – AI SEGMENT

BACKGROUND

Through targeted in-language & in-culture communications over the last 6 years, MassMutual’s brand awareness among Asian Indians – has been largely elevated with tailored brand presence and relevant messaging.

BUSINESS OBJECTIVES

  • Elevate brand image and create goodwill, buzz and excitement among target audience
  • Generate WOM and drive traffic to the MassMutual Website.

TARGET AUDIENCES

Mass affluent Asian Indians living in the U.S.

INSIGHTS/STRATEGY

  • Asian Indians are diverse but also very united especially when it comes to celebrating cultural moments & festival together. Staying true to one’s roots is an important priority among AI consumers.
  • Combination of these values, emotional approach & a strong confident consistent tone and manner worked well in the AI segment to build overall brand image & spread goodwill during the most important festival – Diwali.

More Case Studies

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Chef One NYC Dumpling Festival

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XOOM

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VONAGE

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LOWE'S

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CITIBANK II

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CITIBANK I

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