AMERICAN FAMILY INSURANCE
When American Family Insurance ran Instagram and Facebook video and photo ads in a mobile-optimized campaign to boost brand metrics, it achieved a 12.8-point lift in favorability.
Founded in 1927, American Family Insurance group is the 13th-largest property/casualty insurance group in the US and ranks number 311 on the Fortune 500 list. The company sells a variety of insurance products, including auto, homeowners, life, business and farm/ranch insurance.
lift in brand awareness
lift in brand favorability
lift in consideration intent
The insurance company wanted to repurpose its TV creative assets for mobile with the aim of boosting brand favorability and increasing brand awareness.
American Family Insurance had previously run a TV ad campaign called “This Dream,” which appealed to various generations by showing how the company enables and protects all types of dreams for all types of people. American Family wanted to run this campaign on Instagram and Facebook to increase brand favorability and awareness. However, the TV creative was too long and not suited for mobile. So, the team at Facebook encouraged American Family to work with Facebook Marketing Partner VidMob to build new assets from the original TV campaign.
VidMob helped American Family reshape the original commercial into video and photo assets that followed best practices for mobile viewing. The agency applied clear branding, to the videos (including a logo), and added text overlays that clearly delivered the campaign’s message with the sound off. The creative featured quick scenes and inspiring moments, showing people from all walks of life and varying ages involved in all kinds of activities and professions.
American Family ran video ads and photo ads in a carousel format in Instagram feed and Facebook News Feed. Each included a “Watch More” or “Learn More” call-to-action button that linked to the American Family Insurance website. The company targeted the ads to US adults aged 25–54 in the 19 states that it serves, as well as to those with an interest in “the American dream,” community, goal setting and home insurance, and to a lookalike audience based on its existing customers.
American Family Insurance determined the results of this campaign—which ran from August 22–October 18, 2018—using a Kantar Millward Brown study, which revealed:
8.4-point lift in brand awareness
12.8-point lift in brand favorability
9.3-point lift in consideration intent
4.3-point lift in brand uniqueness (how it differentiates from other insurance brands)