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MassMutual Launches ‘Why Life Insurance?’ Marketing Effort on Its Facebook Page (Boston Globe)

By Staff Writer

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As life insurance products face a 50-year low in sales, MassMutual has responded with a timely marketing push to demonstrate why this product remains relevant in today’s marketplace.

“Why Life Insurance?” is the company’s first marketing effort hosted solely on a social platform and it sends the message that life insurance should be a critical part of every family’s financial planning strategy. The videos, created in creation between MassMutual and Mullen, a Boston ad agency, show children interviewing a life insurance agent, then quizzing adults on their knowledge of life insurance.

Facebook was chosen as the outlet for the campaign in part because it provides a good forum to discuss an “uncomfortable topic,” MassMutual chief marketing officer and senior vice president John Chandler said in a statement.

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