MassMutual offers financial planning and protection products that help consumers feel comfortable about tomorrow. As a copywriter for MassMutual, I make sure to write with the overall brand voice in mind. Like it or not, having to deal with money matters (like debt and loans, for instance) is just a part of life, so it’s better to be prepared and feel empowered to face it.

FINANCIAL LITERACY MONTH 2023

Facebook, Instagram, LinkedIn & NPR Radio

April is Financial Literacy Month. Basically, my job was to demonstrate that MassMutual can help strengthen one’s financial literacy rather than remaining financially “stuck” and unsure of which action to take next. In order to pin down their first, next step, they should utilize MassMutual’s hub of Financial Wellness tools and articles.

The first image is an example of a consumer-facing LinkedIn post, while the second is B2B.

Expect the Unexpected with Disability Income Insurance — Facebook/Instagram Social Copy

I actually wrote this copy on my first day of work, so it was rewarding when my copywriting popped up on my own Instagram feed months later.

Virtual Vision Board

HOLIDAY CAMPAIGN 2022

I created holiday cards and social media posts for MassMutual’s multiple business units and social media accounts — Facebook, Instagram, LinkedIn, and Hearsay (a social platform used by financial professionals to share pre-written content with their clients or prospective audience).

I wanted to loosely align with the company’s holiday TV Spot, Awkward Silence Night, where an adult son makes everyone at the holiday dinner uncomfortable by bringing up a forbidden, taboo topic: money. Plus, I wanted the message to somehow relate to the work that MassMutual advisors and business partners do.

MassMutual advisors work to help people secure their futures and protect the ones they love, and the TV spot is about maintaining the holiday spirit as you talk about finances with loved ones. Thus, my concept for the holiday cards was Making Spirits Bright.

All of the following presentation slides were written by me.

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SOCIAL MEDIA SYNDICATION

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What did I write? Social media ads (Twitter), display ads (Google Discovery), and native ads (Outbrain).

Why? To drive traffic to the MassMutual blog in order to increase readership of MassMutual's financial wellness, educational, and thought leadership content. I wanted people to learn more about these topics and how MassMutual can support them in their goals.

Who did I keep in mind while writing? Relevant consumer audiences: motivated parents, new parents, anyone who may be interested in parenting/financial/recession topics.

How was it? I love writing for social media and SEO. Part of the fun and the challenge is working within each social platform’s character limits. For instance, when it comes to Facebook, it can be tricky to write a “Headline” because you only have 27 characters in your arsenal (including spaces). Then there’s Twitter. Twitter’s Carousel Ads allow advertisers to customize headlines and landing pages to drive their audience to multiple places within one tweet. That means I’ve written a tweet that speaks to six different MassMutual blog posts at once.