Guardian Direct
Guardian Direct is a DTC dental insurance platform, created to provide accessible, affordable dental coverage outside of employer-sponsored plans. With a start-up spirit backed by a Fortune 250 company, Guardian Direct offered intuitive digital experiences and high-quality benefits tailored for individuals and families navigating their own insurance decisions.
My piece of the puzzle
As a digital content strategist for Guardian Direct, I helped build a cohesive and compelling brand voice across all channels. From product pages and email journeys to paid and organic campaigns, I developed content strategies and messaging frameworks designed to educate, convert, and retain members.
I wrote across the full funnel—web, email, paid, and social—crafting messaging that balanced clarity, compliance, and creativity in a highly regulated space. Whether it was helping members understand coverage options or guiding them through plan transitions, every piece of content aimed to simplify the complex and center the customer experience.
Micro Campaign:
“Fang” Insurance
For Halloween, I ideated and produced a playful "fang insurance" ad, infusing humor and seasonal relevance into a highly regulated product category. The result? Guardian Direct’s highest-performing ad to date, with standout engagement and shareability. By testing an unexpected twist and tapping into timely trends (like scrappy markup scribbles), we reached new audiences and proved that insurance can be fun. (Sometimes.)
Paid Ads
Dental Insurance, Disability Insurance
Teeth Whitening: a highly regulated product within a highly regulated industry (aka copywriting Jenga)
