Overview
When MassMutual set out to launch Coverpath they faced a familiar challenge: how do you introduce something new in a category where everything feels the same?Froth & Fur partnered with the team to develop a story-driven content ecosystem designed to differentiate the brand, humanize its message, and drive measurable audience growth.
Projects: Brand films + CTV and social media commercials designed to increase B2B and B2C adoption of a new financial planning platform.
Audience: Financial advisors, internal stakeholders, people buying life insurance.
Channels: Website, YouTube, LinkedIn organic + paid, META, email nurture series, large scale live advisor events
Primary KPIs: To double the platform's active monthly users YoY and drive adoption of the platform among platform advisors and end users.
MassMutual needed to stand out in a crowded and often indistinguishable financial services landscape and to establish credibility with a new generation of advisors and buyers of life insurance.
Like many B2B brands, the risk wasn't lack of information. It was sounding like everyone else.
Instead of relying on traditional corporate messaging, we focused on creating a content system rooted in authenticity and human connection. By highlighting real perspectives and meaningful insights we helped Coverpath communicate with its audience. Not just at them. Their audiences needed to see themselves in the story.
We developed narratives that:
We then structured the creative approach into multi-format storytelling, tailored to key channels:
CTV and Digital Commercials (example, example)
Shareable & funny takes on common life insurance situations, each tailored to specific consumer audiences that MassMutual was trying to reach.
Hero/Tentpole Films (example, example)
Brand-forward narrative centered on an advisor’s journey. Challenges, transformation, outcomes. These are high-gloss, hybrid brand films that include live-action, 3D animation and VFX, shot in New York and posted in Los Angeles.
Social Edits (10–30s)
Platform-specific punchy cuts optimized for LinkedIn and professional communities.
Long-Form Testimonials
Deep dive interviews with real advisors, adding authenticity and proof points.
Supportive Assets
Behind-the-scenes, B-roll, and soundbites for reuse in email and paid media. Platform-specific punchy cuts optimized for LinkedIn and professional communities.
Long-Form Testimonials
Deep dive interviews with real advisors, adding authenticity and proof points.
Supportive Assets
Behind-the-scenes, B-roll, and soundbites for reuse in email and paid media.
This approach helped MassMutual more than double its audience over the first year of engagement, exceeding its goals for the campaign. We then helped them more than double their audience again, meeting and exceeding all KPIs and establishing the platform for advisors and consumers.
Patrick had a partnership mentality and a deep understanding of the financial services industry. He was part of the team and worked collaboratively with us in all phases of video production from concepting, to writing the script and interfacing with compliance, to the actual shooting.
What I love most about Patrick and team is that they treat us like a partner, not just a client. They genuinely cared about the success of each video we created and the impact they had on our users and engagement. They had a deep understanding of our brand and positioning, which made it easier to work together and deliver completed videos more quickly.