High Road’s approach focused on creating “magnetic” content that would be seen as credible, seem unbiased and avoid heavy-handed marketing tactics. Because this is difficult to do on a dedicated marketing site—like SunLife.ca—we recommended a separate, dedicated content platform that, while tightly aligned and seamlessly linked to SunLife.ca, is one step removed from products and services. But because this content platform provides calls to action to visit SunLife.ca and its related properties it reinforces, rather than dilutes the brand.
Enter BrighterLife.ca (SimplementBrilliant.ca) - an innovative content marketing platform that extends beyond the website to Facebook, Twitter and YouTube in an effort to help Canadians answer their money, health, family and career questions.
To launch BrighterLife.ca our work was focused in three distinct streams:
High Road created an editorial team to work seamlessly with Sun Life’s Brighter Life editor, creating an editorial plan which would take into account key topic areas and deliver valuable and informative content via articles, videos and infographics.
High Road led the development of the Brighter Life platform, beginning with information architecture, through to creative design, web development, content population, quality assurance and launch.
High Road led the development of an in-depth marketing plan. From the development of social media channels on Facebook, Twitter and YouTube, to search engine optimization, influencer relations and social media monitoring, to content partnerships and paid content marketing, High Road was responsible for getting Brighter Life content in front of the audiences that matter most to Sun Life Financial.
Since launch, BrighterLife.ca’s traffic is on track to rise exponentially, putting it on an excellent trajectory to become a major source of new web leads in Canada for Sun Life Financial.
BrighterLife.ca has been awarded more than a dozen industry awards and was named one of Content Marketeer’s Top 50 Brands to Watch.