Increase buzz, excitement, and engagement for our 2017 social media outreach initiative by evolving the current imagery used in our social media outreach program and creating a catalog of unique, modern, branded GIFs. Our goal was a total engagement rate of 55% and a unique engagement rate of 45%.
Using key branding cues, like our foundation line and Liberty yellow, as a starting point, we created a campaign of fun, engaging GIFs. Our approach was to segment the responses into three categories: new customers, longtime customers, and general compliments. To generate the engagement we wanted, these response GIFs needed to be interesting and fun to watch, something that people would be excited to receive in their Twitter feed. Because we were primarily using text and our foundation line, we thought of unique, creative ways to make the letters move and bounce to eventually reveal our message at the end.
The Words GIFs campaign for brand engagements and positive service experiences performed 53% over our unique post engagement goal. Total post engagement for each of these responses was over 150%, including 256% for #Excited and 260% for Welcome, far exceeding our goal of 55%. In particular, Welcome, with its entertaining visuals and personalized response, was extremely well received by new customers. It quickly became the one of the most successful creative pieces for first-time brand engagement with Liberty Mutual.