Blue Cross Life Insurance of Canada
National Campaign Development
2025-26
-
Campaign development
-
Content development
-
Creative production
Blue Cross Life is a direct-to-consumer term life insurance provider focused on helping Canadians protect what matters most with coverage that’s easy to understand and simple to purchase. As performance marketing scaled, the priority became creating digital creative that felt genuinely relatable across life stages—while staying consistent across channels, formats, and brand standards.
The challenge
Blue Cross Life needed a stronger, more consistent creative system to support a multi-channel campaign across Meta, LinkedIn, Performance Max, and YouTube Shorts. The work had to quickly communicate value, address common objections (cost, timing, “I’m covered through work,” mortgage insurance), and drive action—without relying on fear-based insurance tropes.
Just as importantly, the creative needed to be structured for testing: tailored messaging for distinct life stages, plus streamlined creative that could perform in both broad targeting and retargeting environments.
Our approach
Twig&Tonic partnered with Blue Cross Life as a strategic and creative extension of the team. We started with creative concept refinements, then developed the full copy and creative—building a scalable, segment-based library designed to test, learn, and iterate.
Audience-specific creative development
Across multiple segments, visuals and copy were crafted to mirror the emotional context and pressures of each stage, helping audiences quickly recognize themselves in the story and ensuring the messaging felt natural, not one-size-fits-all.
Broad audience creative
For wider reach, we developed streamlined creative designed to communicate value quickly and clearly. Simple language, strong hooks, and clear proof points highlighted the ease of getting started digitally, ensuring the message resonated even in less-targeted environments.
High-intent follow-up creative
For audiences already familiar with the brand or product, we delivered follow-up creative focused on reassurance and momentum. These assets emphasized clarity, trust, and simplicity, reducing friction and reinforcing confidence in taking the next step
End-to-end production across platforms and formats
Across all segments, we delivered full copy development (headlines, primary text, descriptors, CTAs, and VO where needed) and full creative development—then produced all required sizes and creative variants for each platform. Ads included single-image, carousel, and short-form video formats tailored to placements and best practices.
The results
Blue Cross Life now has a cohesive, conversion-focused creative system organized by segment—persona-led where relevance matters most, simplified where scale matters most, and friction-reducing where intent is highest. As the campaign runs, we’re continuing to test and optimize creative alongside Blue Cross Life’s media agency, using performance learnings to iterate on messaging, formats, and winning concepts over time.