MassMutual, a Fortune 100 firm, sought to enhance its presence in the Hispanic market, recognizing its importance to their long-term strategy. However, they faced stiff competition from industry giants like State Farm, Allstate, New York Life, and MetLife, all with substantial marketing budgets. The challenge was how to effectively engage the Hispanic audience while competing against these well-established brands.

MassMutual turned to strategic research to navigate this competitive landscape. Leveraging insights from Nativa’s OYE! platform, the company analyzed what marketing tactics were successful—and unsuccessful—for both their competitors and their own independent life insurance agents when engaging Hispanic consumers. Nativa also provided demographic insights, helping MassMutual understand which segments of the Hispanic community were most likely to discuss life insurance needs. Over a period of two years, Nativa delivered monthly insights and recommendations, enabling MassMutual to refine its approach to this key audience.

Key elements of the approach included:

• Using the OYE! platform to track Hispanic conversations about life insurance and identify trends.
• Analyzing both competitor strategies and independent agent efforts to inform MassMutual’s approach.
• Providing ongoing industry analysis and recommendations to help MassMutual adjust campaigns in real time.

Starting with a one-year research study, MassMutual successfully established a baseline for understanding the Hispanic insurance conversation. This foundation enabled them to track changes and trends on a monthly basis, allowing the brand to quickly react to effective campaigns and provide timely feedback to their agents in the field. As a result, MassMutual has been able to build a stronger connection with the Hispanic market, ensuring their marketing efforts are aligned with the needs and preferences of this growing consumer base.