Case Study

HOW TRUST & WILL BUILT A TRUSTED NAME ON TV

Trust & Will saw:

75%

higher unaided awareness

60%

higher aided awareness

86%

increased brand purchase intent

“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

A digital disruptor brings clarity and calm to a complicated category.

OVERVIEW

A digital disruptor brings clarity and calm to a complicated category.

Founded in 2017, Trust & Will simplifies estate planning through digital solutions for wills, trusts, and probate. It all started when co-founder Cody Barbo tried to write a will before his wedding and couldn’t believe how difficult the process was. Today, the company has helped hundreds of thousands of families and is the country’s leading online estate planning platform. But to reach more people and build trust in a traditionally offline category, they turned to TV advertising.

OBJECTIVE

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

Partnering with Marketing Architects, 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.

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.

TV establishes Trust & Will as a trusted category leader. .

RESULTS

TV establishes Trust & Will as a trusted category leader.

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.