Demonstrating the relationship between insurance and dreams is at the core of our messaging, and this film serves as a thoughtful and emotional metaphor for insurance, showing how a father's careful protection enabled his son to pursue his dream. It's a true-to-life story that highlights the fearless confidence that comes from having just the right protection and support.
Given that this story focuses on the protective power of a father's love, we identified Father's Day as the perfect opportunity to release our spot to the public. This allowed us to harness the power of a cultural moment to further the impact and relevance of our message.
While our long-form Dad Insurance film brought our commitment to dreams to life in a way that was very pertinent to the day, 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.
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%.
AFI turned to Twitter, Facebook, YouTube and Mashable (paid) as the ideal platforms to reach an engaged audience.
Dad Insurance is a part of a broader campaign that brings to light the importance of people's dreams and role AFI has in inspiring, protecting and restoring them. This film takes us back to remember some of our first dreams, and the empowering feeling of possibility that comes from having others there to support and inspire us along the way.
The film also evokes feelings of pride and promise in the American Dream – the idea that with hard work, dedication, optimism and belief we can achieve whatever we set our minds to. We consider it a privilege to be able to help dreamers be fearless in pursuit of their dreams.
As a regional brand, American Family is constantly looking for unique ways to breakout from the media clutter 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 and generate video views, we needed users to both view and engage with our content.
Cuts of the film earned 230K views with partners like Spotify and Mental Floss, in addition to a branded content article that embedded the long-form video to drive video views and earned media. American Family worked with four social media influencers to drive conversation around relationships with dads. This conversation/Twitter activity was used to populate the Twitter Moment, and to increase video views.
