The Company—MetLife is among the largest global providers of insurance, annuities, and employee benefit programs, with 90 million customers in over 60 countries
The Challenge—To communicate a story internally and externally about MetLife’s 150-year history of making a positive impact on society, through branding and naming.
The Insight—The power of branding to extend the philanthropic reputation of a storied commercial enterprise. MetLife’s social impact program, activities and story was both internally and externally mostly unknown.
The 4Cs Shift—We applied our 4Cs discipline to reimagine:
- Conversation: Introduce social responsibility and beneficent impact to a category not particularly associated with it.
- Clarity: Establish MetLife uniquely in the business of extending insurance focus to include being a force for social good.
- Currency: Drive exclusive attention to corporate performance with sustained social interest, in line with the current corporate and social climate.
- Culture: Generate employee awareness through a global launch campaign to attract interest and ask employees to share their social action stories.
The Results—MetLife committed $200 million over 5 years to financial inclusion programs in support of the new brand.
