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Company
DeadHappy
Sector
Life insurance
Position
Creative designer
Key achievements
- Designed high-performing social media ads that consistently beat cost-per-acquisition targets.
- Created and optimised landing pages, driving higher conversion rates.
- Developed disruptive marketing campaigns to increase brand awareness.
- Grew customer and remarketing database.
DeadHappy set out to revolutionise the stagnant life insurance industry with a bold mission: ‘changing attitudes to death.’ They not only streamlined the sign-up process, making life insurance faster and easier than ever, but also aimed to spark conversation and challenge the taboo subject of death. To do this, they created ‘deathwishes,’ a section in the dashboard where customers could detail how they wanted their life insurance payout used.
Social media adverts
Over the years at DeadHappy, I created hundreds of ads, each strategically designed to evoke an emotional response and ‘stop the scroll.’ I found that lo-fi designs and concepts often performed better as consumers are increasingly resistant to overly polished creatives. Here are a few of the top performers.
Mental health
One of DeadHappy’s key selling points was its acceptance of hundreds of mental health conditions as standard—without inflating the price, unlike some insurers. I created these ads to not only communicate this, but to also shine a light on the absurdity (and potential frustration) of being denied life insurance in today’s world due to a mental health condition. After all, mental health issues are a normal part of life.
Video
Web/UI
Landing page example
When designing landing pages for social media adverts, I always aim to incorporate the key elements known as the ‘4Ps’—Problem, Promise (or Proposition), Proof and Push—to ensure clarity, credibility, and high conversion.
