The brief
Client
- MassMutual
Work & Expertise
- Social Strategy Development
- Production Planning
- Content Shoot & Production
Role & Company
- Associate Account Director // Project Lead & Client Partner
Giant Spoon // New York
Building on the success of their lead-gen and direct-to-consumer social campaigns, MassMutual wanted to deepen customer loyalty and prompt life insurance consideration aligned with key life moments. We identified birthdays as a prime occasion—an emotional trigger for reflection. The goal: build awareness and engagement through content-driven social campaigns.
The work
Working as the lead liaison between MassMutual and creative production teams, I developed a holistic strategy that aligned business goals with content execution. My responsibilities included:
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Partnering with the client to define objectives and audience segments.
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Selling in the concept, birthday-themed messaging tied to life planning—within creative, strategy, and budget constraints.
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Coordinating production logistics, talent scheduling, and content planning to bring the idea to life.
We executed premium-quality social and feed creative, including stop-motion and POV-style experiences—engaging formats that stopped thumbs mid-scroll. Assets included Facebook Instant Experience formats and short, attention-grabbing social reels. Every element wove in storytelling and linked life milestones to MassMutual services.
On the media side, I advised on targeting strategies and ad unit selection optimized for acquisition funnels. I supported the client in reviewing performance data and worked with team members to iterate creative based on early insights, and maintaining clarity about scope, costs, and delivery.
Instant Experience Assets for Facebook
Leveraging POV perspective to produce thumb-stopping seamless creative in-feed.
Premium Studio Quality Production
Collaboration with content creator talent for treatment and shoot direction.
