How do we support a new generation
Northwestern Mutual is a pillar of life insurance in the Midwest. As a mutual organization, Northwestern Mutual maintains communicative measures with customers and their community. As new trends emerged showing a large percentage of uninsured millennials, Northwestern Mutual set out to find out why. Northwestern Mutual came to HI with the beginnings of an idea around a new site experience, one that was set apart from their standard approach and tone—a site that engaged millennials on their terms.
Knowing that millennials do not like being sold to, do not save as much as they should and do not trust our economy—how could we engage and shift their apprehension?
Northwestern Mutual and Horizontal Integration set out together to create a site based on storytelling, large vivid imagery and facts. With a focus on keeping the story simple but impactful, we created an easy to digest and educationally sound overview on why young people should take advantage of setting themselves and their families up with life insurance.
And it worked! Millennials started engaging with the site and we continue to strengthen efforts to educate them further. We even scooped up some awards for the project!