American Family Insurance: Dad Insurance

American Family Insurance, the insurance company, used emotional storytelling on social media to increase sales in the US.

Campaign details

Brand: American Family InsuranceBrand owner: American Family InsuranceLead agency: BBDO New YorkContributing agencies: MindshareCountry: United StatesIndustries: InsuranceMedia channels: Online video, Social media, Websites & microsites, Word of mouth, advocacyBudget: 500k - 1 million

Executive summary

This is the story of a regional, Midwestern insurance brand's effort to distinguish itself amid a category of deep-pocketed (and often very entertaining) competitors – all while staying true to their emotional message and earnest values.

American Family Insurance continued to face customer drop-off to the more value-focused 'convenience' insurance...

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