Highlights

75% higher unaided awareness

60% higher aided awareness

86% increased brand purchase intent

Praise

“Initially skeptical of the all-inclusive model, I've been impressed by Marketing Architects' seamless blend of strategy, research, and programmatic buying. Their in-house creative team, which perfectly meshed with ours, not only showcased their expertise but also their genuine enthusiasm for their work, making them an invaluable extension of our team.”

—Dale Sperling, Trust & Will CMO

Awards

MediaPost Planning & Buying Awards

First place, TV category

Gold, TV category
Judge’s Choice

Objective

Reach more people and build trust in a traditionally offline, complicated category.

Insight

“Make It Count” helps turn tough conversations into action.

Trust & Will launched “Make it Count,” a national TV campaign featuring intimate, everyday moments. Parents discuss guardianship. Spouses talk through end-of-life plans. Then spokesperson Eddie Blackwell Williams steps in to explain how Trust & Will makes it easy to turn those wishes into legal documents.

Results

TV establishes Trust & Will as a trusted category leader.

Spots ran across both linear and streaming TV. And within months, the impact was clear. Performance outpaced previous TV campaigns, aided awareness rose, and purchase intent jumped. More commercials followed. Each expanded on the core message: It doesn’t count unless it’s official.

By year - end, Trust & Will’s “Car” spot was outperforming legacy campaigns by 30 % in response rates while improving customer acquisition costs.Awareness soared. Billions of impressions followed. The campaign even won multiple creative awards including first place in the TV category at the MediaPost Planning & Buying Awards and both Gold in the TV category and Judge’s Choice at the FCS Portfolio Awards.

With warm authority and a message that resonated, Trust &Will turned an uncomfortable topic into a compelling reason to act. And through TV, they helped more families than ever make it count.Trust & Will had shifted from a digital-first disruptor to a trusted leader in a traditionally offline category

Media

Featured on top networks:

• ABC
• TLC
• NHL TNT
• Lifetime
• Discovery Channel

With top linear and streaming placements:

• MLB World Series
• World News Tonight with David Muir
• Good Morning America
• Sunday NFL Countdown
• College Football