At American Family Insurance we believe there's so more to insurance than a policy. It's about empowering people with the support they need to fearlessly pursue their dreams. It's why we're taking action with One Saturday to Dream Fearlessly—a series of local celebrations across our operating territory that encourages participants to inspire, protect and restore the dreams of others within their communities. It's a day where American Family agents, employees, brand ambassadors, and volunteers unite to strengthen their cities, deepen community bonds, and champion brighter futures for dreamers. Allowing us to create real impact in the communities we serve, these events go beyond advertising messages to create a lasting movement that even more firmly establishes American Family as the champion of dreams.
Our events are carefully designed to build a foundation for the One Saturday movement to grow from. Each event is carefully customized to be "hyper local", playing off of homegrown tastes, causes, teams, celebrities. This relevance makes them more 'sticky' and share-worthy on social media. This groundswell of user-generated content and sentiment combined with agent adoption of the program will allow our brand to build equity in the idea.
Similar to long-term programs like the American Express Small Business Saturday, our multi-year vision is focused on strategies that empower employees, agents and consumers to take ownership of the movement.
In 2017, we specifically enlisted employees, agents, volunteers, athletes, social influencers, local and national media, as well as celebrities to come together at One Saturday events to give back and support local communities across five cities: Atlanta, Seattle, Madison, Minneapolis and Portland:
In Atlanta we partnered with Atlanta Falcons and Eunique Jones-Gibson's Because of Them We Can –Imagination Lab to inspire kids of Deerwood Academy to Dream Fearlessly.
In Seattle we invited consumers to join the Seahawks players in packing & delivering supplies for Mary's Place & YouthCare street outreach at the Seattle Convention Center.
Madison featured the three Watt brothers (JJ, TJ and Derek) and volunteers packing food for families of Goodman Community Center.
In Minneapolis we helped nurture relationships and inspire possibilities with Big Brothers & Big Sisters, musician John Legend and Mashable at the Fine Line Music Café.
Portland was all about empowering young women towards futures in tech with ChickTech, Kathy Ireland and Amazon at Flexspace.
Atlanta April 29th
50+ community volunteers
130+ children inspired in Imagination Lab
8 AFI agents
AMERICAN FAMILY SOCIAL
157K impressions
5K engagements
PARTNER/INFLUENCER SOCIAL
960K impressions
51K engagements
Seattle May 11th
120 volunteers
17 AFI Agents
36,000 items donated
3,000 community members supported
AMERICAN FAMILY SOCIAL
195K impressions
4K engagements
Madison July 8th
225+ volunteers (including 65 children)
23 AFI agents
3,000 food boxes packed. It's estimated the Goodman Center was able to serve 300 families EACH WEEK for 10 weeks following the event.
AMERICAN FAMILY SOCIAL
731K impressions
50K engagements
PARTNER/INFLUENCER SOCIAL
151K impressions
1K engagements
PR AND EARNED MEDIA
Minneapolis August 19th
85 Big and Little pairs (170 total) interacted and inspired
20 AmFam agents
17 Additional volunteers
AMERICAN FAMILY SOCIAL
442K impressions
19K engagements
PARTNER/INFLUENCER SOCIAL
235K impressions
PR AND EARNED MEDIA
Portland November 11th
95 Mom/daughter pairs (approx. 190 total) empowered in tech
14 AmFam agents/staff
AMERICAN FAMILY SOCIAL
747K impressions
14K engagements
PARTNER/INFLUENCER SOCIAL
357K impressions
1.5K engagements
In partnership with Mashable, American Family Insurance made an impactful presence at the 2017 Social Good Summit. Through our CMO, Telisa Yancy's 7-Minute Solution, our global audience was inspired to #DreamFearlessly and work together to reach the UN's 17 sustainable development goals by the year 2030.
1,200 IN-PERSON ATTENDEES
2.1B SOCIAL IMPRESSIONS
60K+ LIVESTREAM VIEWERS
70 GLOBAL MEETUPS
21 COUNTRIES REPRESENTED ONSTAGE
185 COUNTRIES
