From 0 customers to a 2B Valuation
First, I named this startup. Did the whole upfront branding, naming, identity, positioning, strategy, site, app, etc.
They wanted me to join full-time but it was a bit risky with my wife and I trying to have a baby. But, two years later, I realized it's where I needed to be. So I joined and led all campaigns, guerrilla marketing and events, as well as social media and content. We became the MOST awarded and coveted creative team in Ohio. Inside an insurance company!
Here's some of the work I led and created. From brand awareness campaigns, to new state launches and experiential events, to starting the first TikTok page in the insurance industry.
Yes, before the lizard.
note:
listen to them campaign images
We put our money where their mouths are.
It’s one of the most innovative ways to build trust that I’ve seen. Everyone uses testimonials, but we take it a step further and had a strategy that would allow our customers to speak on our behalf, with some eye-catching tactics and channels.
note:
just ask campaign images
Be found where people are searching
Insight:
People are nervous to admit what they don’t know, and when it comes to insurance, most don’t know a lot—understandably. But we encourage conversation and curiosity, and did our homework to help prompt those questions along.
Show juxaposition of past life and current life
Strategy
We needed to level up and evolve our audience and customer base. Working with new data and segmentation strategies, we deemed young families as the new frontier—especially since we were about to enter the renters and homeowners race for bundling.
Insight:
People with growing families, and big life changes, don’t often look to make sure their policies cover their new realities. A change in life should bring a change to your insurance plan.
note:
things change campaign images
Sober: Focus on the end benefit
Root has pillars we tap into when building brand awareness. Things like good/safe driving, being easy and all-in-one-app, or being fair and not based on demographics. For this activation, it was all about safe driving. So we literally created our own formula of non-alcoholic Root Beer, packaged it and offered it during a 4th of July party (notoriously a dangerous time on the road) as a Root Beer float with Jeni’s ice cream. Download the app, show it to us, and enjoy a free ice cream float. Plus the packaging and copy was memorable and share-worthy.
Ride With Root
Part of a Colorado Expansion Campaign (more tactics and channels to share if you’d like to see) where we built quick and immediate brand awareness in the Denver area—which helped create the most successful overall state launch campaign in Root’s history. While driving downloads and profiles was not the goal, we cultivated high-touch, quality impressions and social sharing that undoubtedly led to more customers in the near future.
Drop The Score Activation, “Unfair Slice”
Bla blah