Notes from inside regulated industries — banking and health insurance — where trust has to be earned before adoption follows.
In health insurance and banking, every claim gets checked twice — by a regulator and by a customer who's been burned before. That constraint, handled well, makes marketing better, not weaker.
A campaign wins an award once. A team that knows how to run the next ten campaigns is the actual asset. Here's what that team structure tends to have in common.
Digital adoption campaigns often lead with convenience. In categories people are naturally wary of, convenience isn't the blocker — trust is, and it has to be earned before the download button ever appears.