The objective of this piece of creative was to succinctly communicate our key message, we specialize in businesses like yours, in a breakthrough way on LinkedIn. The problem we encountered was that our target audience is overwhelmed with sponsored content on this channel. Additionally, the messaging served to them is often hard to distinguish and requires them to take an action that disrupts ther intended use of time.
Our strategy was to highlight our message and brand promise in a breakthrough way while demonstrating the personallity of our brand character, The Hartford Buck.
As a keen observer of people, he feels things deeply, and is inspired anew each day by the triumphs of humanity. In these moments, he sees the extraordinary achievements of people across the country and focuses with wonder upon the human world and all that we achieve.
We brought that energy into this execution by highlighting a scene from our TVC in the vignette of the character, helping to demonstrate our focus on your business and industry as we see a business leader take a moment to reflect on all he has built with pride.
We were pleased to see this post outperform our average video post engagment rate by 32% and be our second best performing piece of video creative in 2021.
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