Genworth Mortgage Insurance
Tactics
Segmented email campaign, persona-based landing pages, videos, and presentations for a beta group to test the process and provide much needed feedback.
Genworth, a trusted Mortgage insurance company, wanted to launch a new website after 13 years of no changes to the original. They anticipated a lot of confusion and resistance to that process.
Starting with a beta group, we created a communications plan that eased people into change by preparing them for the new stuff, telling them how it works, and reassuring them that it’s going to be 100% okay (and better).
The first video we created was a general brand video that introduced the idea of change. It went over so well that Genworth has asked for more internal videos.
Animation by Memory Machine Creative.