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Massmutual

Bringing a TV spot to life on social through real life simulation.

OVERVIEW 

Enough losing sleep over finances.

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We launched a subversive social campaign that reinvented Mass Mutual's "Not Trending" :30 script - bringing to life a financially stressed father through a short-from, platform-native execution on TikTok and IG Reels.

 

This addition opened their audience to connecting authentically around this uncomfortable truth and positioned MassMutual as the solution. ​

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BRINGING SLEEPLESS PAPA TO LIFE

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Sleepless Papa came to life across TikTok and Instagram with 17 delirious videos.

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Posted videos of a millennial father learning how to use social media for the first time at 2am.

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Brand engagement and duetting to position MassMutual as a savior for his woes.

REACTION

  • Users who came across the account were convinced Mr.Nightly was a real person struggling to sleep, empathizing and giving him advice.

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  • As the official MassMutual account began dueting and remixing the organic Sleepless Papa content, many users begin to recognize Mr.Nightly in their feeds from the MassMutual "ads" through further comments regarding whether he was real or not.

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RESULTS

12.3M 

reached across TikTok and Instagram

223.5K

total engagements

11.8K

followers on TikTok and Instagram

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