Esurance
Esurance needed to stand out in a crowded landscape without spending as many ad dollars as big-ticket insurance competitors. We positioned Esurance as the go-to brand helping people thrive in the modern world, sharing useful, relevant social content that spoke to our audience's passion points. Our efforts lifted brand awareness and engagement (without the help of a mascot).
We also jumped into trending conversation and executed Esurance’s "Pass It On" sweepstakes during Super Bowl 50, actively community managing 16 hours a day for two weeks straight. Our efforts helped Esurance win the top seat during the Postano Brand Bowl for most-talked-about brand on social, as well as extensive media coverage.
Responsibilities: Content strategy, Creative + copywriting, Production assistance, Investment + measurement, Community management
engaging social content
We created interactive quizzes and GIFs, as well as shareable static and video content, to drive cultural relevance and help fans realize Esurance cared about them.
social listening + REACtive content
Using social listening tools and native platform tracking, we determined trending hashtags on Twitter and created content that put Esurance top of mind.
During Super Bowl 50, we tracked sentiment and share of voice for Esurance's "Pass It On" sweepstakes, rapidly community managed and responded to fans' questions, and quickly removed fake Twitter accounts.
Esurance Blog Strategy
In addition to developing a robust social presence, Esurance wanted to add life to its blog and provide consumers with relevant, helpful, and shareable content across life stages. Our strategy and sample blog posts guided their internal teams and shifted their content approach.
Responsibilities: Content strategy, Copywriting