American Family Insurance believes in the integrity and nobility of insurance. Insurance, after all, protects the most important things you own: your dreams. This brand position sets us apart from the competition; we're a purpose-driven brand in a profit-seeking industry.
As AmFam has delved deeper into the dreams space, we have had the privilege to walk alongside dreamers as they've grown and watch as they've put hard work and determination into the pursuit of their dreams. To see them achieve their dream is a moment we want celebrate and promote a connection with dreamers everywhere.
Video (viewed both on TV and in various online video channels) is a perfect channel for this "show, don't tell" kind of connection to other dreamers. Our objective with our Get 2 The Game – NBA Draft video campaign was to highlight star athletes that we've previously profiled in our G2TG video series, and to invite consumers to engage with the brand by participating in this culturally relevant social conversation.
Get 2 The Game is a video content series produced by AmFam which profiles high school athletes who are working hard to achieve their athletic dreams. For many high school basketball players, the culmination of years of hard work comes on NBA Draft Night when they hope to get drafted by a professional basketball team. American Family Insurance wanted to celebrate this exciting moment by supporting our former Get 2 The Game players and their families in real-time, using major social media channels such as Twitter, Facebook, YouTube, and Vine.
In the weeks prior to the 2015 NBA Draft, we learned that 13 of our video series alums would be participating in the NBA draft. Two particular G2TG alums – Karl Anthony-Towns and Jahlil Okafor – stood out amongst their peers as some of the highest-rated draft prospects. AmFam had been supporting these prominent college stars since their time in high school and wanted to be there when their professional dreams were achieved.
AmFam faced the challenge of the event being sponsored by a national competitor, State Farm Insurance. We needed to take our involvement in a new direction, and we decided to rely heavily on digital and social means to connect with our audience and show our support.
In celebration of their success, AmFam launched a "Dreams Achieved" social media campaign using content addapted from our past video series assets. Through our work in social listening, we were able to identify key moments of conversation where AmFam could make an impact with our content. The team created a Pre-draft, Real-time, and Post-draft content plan which included adapting long-form videos to short-form videos/Vines for each social platform. Multiple versions of these videos were designed for each scenario based on possible outcomes of the draft.
On the day of the event, AmFam joined the social conversation from our real-time monitoring facility with adaptive content that was both relevant and engaging for consumers. As soon as Towns and Okafor were drafted, congratulatory G2TG Vine videos were published and shared across multiple social channels, generating an immediate positive response. The Vines for these two particular players produced the most engaging Vine content ever for AmFam. Other alums were also celebrated in video and social posts throughout the course of the event.
AmFam's Draft Day campaign achieved some the brand's highest engagement stats ever, showing the importance of aligning our brand with culturally relevant conversations that celebrate dreamers and the hard work it takes to achieve their dreams.
People engaged with our brand and connected with our message: