← All work02 / 05Insurtech · Growth stage
Mafin
Making Mafin the country’s most talked-about insurance startup.
brand awareness within twelve months.Mafin, 2020 – 2021
McKinsey expertise. Serious investment. My brief: build the market’s strongest marketing team and make Mafin a brand people knew and trusted.
- $5.5M+annual marketing budget, put to work
- 25+people in the team I built and led
- 20,000visitors to Mafin Media in its first month
What I built
- 01The market’s strongest marketing teamI brought together top talent around a clear strategy and shared ambition.
- 02A culture that made talent thriveTrust, ownership and motivation turned individuals into a close-knit team.
- 03An in-house creative studioI built a studio to turn brand strategy into distinctive creative work, with speed and consistency.
- 04Mafin MediaI launched an owned media platform to build an ongoing relationship with our audience beyond advertising.
- 05360° campaigns that built awareness and trust“We see people, not paperwork” brought our positioning to life. Brand awareness reached 38% in twelve months, and the campaign earned an Effie nomination in the David vs Goliath category.
The campaign
We see people, not paperwork.
The case in three lines
The brief
Turn a well-funded insurtech launched with McKinsey into a recognised, trusted challenger brand, shifting its aggressive tone towards reliability, customer focus and innovation.
What I did
Built the market’s strongest marketing team, an in-house creative studio and Mafin Media. Directed a $5.5M+ budget around a clear brand strategy, brought to life through “We see people, not paperwork.”
The result
Brand awareness reached 38% within twelve months. Mafin Media attracted 20,000 visitors in its first month. The campaign earned an Effie Awards nomination in the David vs Goliath category.
What I did here, you can order
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