Demonstrating the relationship between insurance and dreams has been at the core of our messaging, and this film serves as an emotional demonstration of how a father's careful protection enabled his son to pursue his dream. It's a grounded story that highlights the fearless confidence that comes from having just the right protection, and it serves as a thoughtful and emotional metaphor for insurance.
Given that this story focuses on the protective power of a father's love, we identified the perfect opportunity to release our spot to the public—Father's Day. This allowed us to harness the power of a cultural moment to further the impact and relevancy of our message.
This past Father's Day, our long-form Dad Insurance film brought our commitment to dreams to life in a way that was very pertinent to the day, but running it on television was both cost-prohibitive and, due to its length, unlikely.
The objective for AFI was to increase brand share of voice on Father's Day by sharing our film in a unique way to spark social conversation. AFI turned to Twitter as the ideal platform to reach an engaged audience.
A Father's Day Twitter Moment was the perfect opportunity to showcase our film and connect with consumers. Our goals were to own the insurance category share of voice on Father's Day and exceed our 2015 Brand Engagement rate benchmark of 21.27%.
The central idea behind #DadInsurance comes from AFI's belief that insurance is a tool for pursuing your dreams. Our tag line - Insure Carefully, Dream Fearlessly - captures this, and the #DadInsurance film shows a father supporting his son's dream in an unexpected way.
As a regional brand, American Family is constantly looking for unique ways to breakout from the saturated insurance ad space to develop relationships with consumers. The brand took a chance and played in the national space with one of the newest ad formats of 2016. AFI was only the second insurance company to activate a Twitter Moment, and used the Moment to tell a story that was culturally relevant to Father's Day. In order to own the insurance category share of voice, we needed users to both view and engage with our content.
The Twitter Moment's storytelling structure allowed AFI to shape our #DadInsurance story in a way that encouraged users to continue swiping through the Moment to see the story unfold. The Moment was built using varying lengths of the full #DadInsurance film, gifs, polls, and tweets from 4 influencers. All elements used to architect the Moment encouraged users to share their #DadInsurance story, or to share the Moment with a father figure who supported their dreams.
To do this, AFI created shorter pieces of content that worked together to tell a compelling story and encourage users swipe to the final tweet, which contained the full-length #DadInsurance film. We utilized influencers who have supportive relationships with their fathers and could help us tell the Dad Insurance story to their audiences. The creative combination of promoted tweets, influencer tweets, polls, gifs and videos helped AFI exceed all benchmarks for this campaign.
*(compared to previous 2 weeks avg. daily volume for American Family Insurance, measured by Networked Insights)
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