Agency: Ogilvy

Objectives

  • Dominate share of voice against all brands participating at #RIMS2018
  • Increase mentions of FM Global on Twitter by 250% at #RIMS2018 compared to #RIMS2017
  • Have the most used hashtag at RIMS (except for the official event hashtag)
  • Earn over 4MM social impressions in a week
  • Grow Twitter following by 10% in a week

Strategy

FM Global needed a big social media event that would help them stand out at a convention full of other insurers working to gain the attention of prospects. The media event would also need to help our target audience - C-suite level executives and risk managers - see FM Global in a whole new light. Less stodgy, dull and nerdy. More innovative, lively and human.

FM Global is a unique insurance company in that they promote resiliency over refunds. They work with clients to engineer risk out of their factories, plants and offices, so the risk clients face from disasters is reduced before disasters happen.