Sunday, November 20, 2011

An Ode to Insurance

My brother thinks this commercial is hilarious and I must agree. The whole campaign succeeded in taking a different approach to making consumers concerned about safety (or insurance I should say). No wonder it won a Gold Addy award in 2011. 

Cleint: Allstate
Agency: Leo Burnett - Chicago

Insurance companies in general have used a different method to attract consumers. The focus is no longer "good"insurance coverage. There isn't even a major emphasis on prices anymore. Insurance companies (their AOR) are attempting to create a personality for which consumers can relate.

The two personalities that stand out are Allstate's Mayhem and Progressive's Flo. Both have created an audience willing to listen to these "people" without feeling as if the insurance sale is being shoved down their throat. While looking into the audience who has opted in to Allstate and Progressive's messages through Facebook and Google+, I found Flo has a larger audience with 3,258,681 fans. Mayhem may have a smaller Facebook fan base with 1,101,076 fans, but engagement seems to be higher on Mayhem's Facebook page. 45,105 fans are engaging with Allstate by mentioning Mayhem in personal posts. 

Although both take a similar approach by  creating separate Facebook pages for the personalities instead of categorizing the personality under the brand Facebook page, Google+ is another story. Flo continued to keep her Google+ page separate from Progressive, while Mayhem is simply featured on the Allstate Google+ page. This was a smart move since 776 consumers have Allstate  in their circles since the page was created on November 7, 2011, while Flo is only in 147 circles since joining Google+ on November 9, 2011. I'm interested in seeing how the pages and audiences develop and grow given more time. 

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