Liberty Mutual | MasterThis
94% of people have only one interaction with their insurance company — paying the bill.
Insurance. You’re forced to buy it, hope you never need it, and when you do, it’s amidst a tragedy. Not a great recipe for brand loyalty. That’s why 39% of Liberty Mutual customers were shopping for insurance. And why we knew we needed to create positive moments with the brand to retain them. Enter, MasterThis, content developed with HowStuffWorks to help Liberty customers do everything from winterize their home, get the upper hand on car salesman, and talk with a mechanic like a pro.
The Style Guide
With the creation of the MasterThis brand, came this style guide. It was used by Liberty Mutual’s internal team, HowStuffWorks, a variety of partners who sponsored MasterKits, and of course, us.
The Results
75% of customers would recommend MasterThis content to a family member or friend
8x time on site over previous content portal
50% reduction in bounce rate versus previous content efforts
90% of Liberty Mutual’s customers reached with a positive, brand affinity-building initiative
Role: Creative Director
Art: Dick Carroll
Copy: Lydia Abend