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Bringing Good to Life

We told the story of all the ways Allstate truly is the Good Hands through an interactive, engaging website.

Challenge

Corporate responsibility sections of websites are often uninspired and hard to find, meaning little traffic and even fewer engaged readers.

Solution

We created a fully responsive, interactive site experience that features all the facets of Allstate’s legacy of service, corporate responsibility and thought leadership.

Why It's Useful

The single site finally gave Allstate a place to tell their story. We reviewed the entirety of the good they do, organized it so it was digestible and shared it in an interactive way. The purposeful content not only entertains viewers, but also builds up Allstate’s image.

Results

We showed off all the good Allstate does in a holistic story.

$ 400 MM

GRANTED TO NON-PROFITS SINCE 1952

40 YRS

OF HELPING HANDS

54 %

OF EMPLOYEES VOLUNTEER

An in-depth content audit helped us organize and feature all the ways Allstate gives back.

An in-depth content audit helped us organize and feature all the ways Allstate gives back.

An in-depth content audit helped us organize and feature all the ways Allstate gives back.

Re-introducing the good in the “good hands”

Allstate gives back in a wide variety of ways. So many ways, in fact, that people had a hard time getting a deep understanding of Allstate’s community involvement. Their story was featured on different sites, social channels, interior web pages, press releases and other programs. People were seeing glimpses of the good Allstate does, but not the whole picture. Awareness of Allstate’s corporate responsibility was low.


SHOWCASES ALL THE WAYS ALLSTATE MAKES A DIFFERENCE

Organizing Our Story

We raised awareness by bringing it all together on our site, Bringing Good to Life. After a comprehensive content audit, we delineated the four main ways Allstate makes a difference—At Allstate, For Its Customers, In Communities and Within Society—and further divided content into easy-to-follow subcategories with unique modules.

We created and highlighted several videos to help keep visitors engaged in a variety of ways.

We created and highlighted several videos to help keep visitors engaged in a variety of ways.

 
A Beautiful story to tell

We filled the site with emotional pieces, such as videos that feature real people detailing how Allstate has helped them and their community. Geo-targeted content makes everyone’s visit to the site a personal exploration, while dynamic, interactive elements keep visitors engaged in a variety of ways.

The site’s not just educational—it’s beautiful, too. A parallax design and eye-catching animations help create an enjoyable site experience.

The site was optimized for mobile, too.

 Interactive and personalized

The site displays a wide range of customized content to show people exactly how Allstate is making a difference in their own community. By identifying the user’s location, we can show them hyper-relevant info, such as how much The Allstate Foundation donated to their state’s nonprofits, or the most common insurance claim in their ZIP code.

Quizzes, interactive timelines, tools and highly shareable infographics are spread throughout the site and further enhance user engagement.

MAKING GOOD HAPPEN

By utilizing beautiful design, personalized content, social integration and emotional stories, we created a site that both engages and educates visitors. Putting that content all in one place helps users see for themselves and truly understand how Allstate is Bringing Good to Life.

A LIVING AND BREATHING HUB

The Bringing Good to Life site is promoted on Allstate’s flagship site and other digital properties. It will be continually added to and live on as a central hub that showcases all the ways Allstate makes a difference, making it a destination users want to return to again and again.

AWARDS

W3 Awards Winner Interactive and Visual Arts

WA Award

Web Awards Winner - Best Public Relations Website

OMMA Awards Web Site Excellence 2015 Winner - House/Home Campaign

Webby Award

Webby Awards Official Honoree - Interactive Advertising, Websites

W3 Award

W3 Awards Winer
Interactive and Visual Arts

WA Award

Web Awards
Winner - Best Public Relations Website

OMMA Award

OMMA Awards
Web Site Excellence 2015 Winner -
House/Home Campaign

Webby Award

Webby Awards
Official Honoree - Interactive Advertising
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