
You Do You - Brand Campaign
2020 Campaign Refresh
In March 2020, we had just filmed a new set of commercials to air in the spring, and then COVID hit, and we needed to pivot as our concepts would be irrelevant. We quickly developed two new commercial spots for business and personal insurance lines. 2020 was also going to be the first time Trusted Choice expanded their traditional B2B and B2C linear media advertising on Fox to include a digital multimedia campaign that ran on Hulu, Youtube, Facebook, and CNBC. This new plan fully expanded the digital reach and engagement.
The "You do You" concept highlights independent agents as the "hero" in a busy consumer's life.
Sample "You do You" Personal Lines spot https://youtu.be/S6qFW0yyXqI
Another element included four custom spots that aired on CNBC - "30 Seconds to Know Insurance," which informed consumers on relevant and timely insurance needs that arose from the pandemic.
Results:
+52M views and drove over 100k consumers to TrustedChoice.com.
ComScore brandlift study measuring consumer recall and awareness:
Consumers are 44% more likely to recommend Trusted Choice® independent insurance agents than independent insurance agents without Trusted Choice branding. Exposed respondents were 57% more likely to have heard of Trusted Choice independent insurance agents than the control audience.
Overall recognition of Trusted Choice independent agents increaed with a 6.2 point lift (17.0% - 10.8%) achieved with a 90% statistical significance level, exceeding the Comscore benchmark of a 2.4 point lift.
“You Do You” Won the 2021 Showcase Award for Integrated Digital Marketing Campaign from the Insurance Marketing and Communications Association (IMCA)
Trusted Choice is the national consumer brand that collectively represents all Big "I" members, created to showcase the value of independnt insurance agents to consumers nationwide. Members can leverage customizeable campaigns in thier own local markets.
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