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Celebrating The Milestones In Life

#HeresToFirsts celebrated life’s milestones—big and small—and helped people achieve new ones with confidence. Because Allstate helps protect firsts and every moment in between.

Challenge

Allstate wanted to leverage social media to engage a new audience—older millennials—while they were on the verge of insurance decisions and increase positive sentiment.

Solution

First steps. First cars. First jobs. People everywhere on social were sharing their firsts. We created a campaign that helped Allstate own that conversation and become top of mind during life-stage changes.

Why It's Useful

We turned our audience’s uncertainty around firsts into confidence with purposeful content that both celebrates firsts and provides tips for achieving them. It helped our followers through life’s milestones and helped Allstate insert itself in those important insurance moments.

Results

We blew past benchmarks and increased positive sentiment in a tough industry.

52.2 MM

REACH

20 MM

ENGAGEMENTS

19.7 MM

VIDEO VIEWS

35 %

MORE POSITIVE SENTIMENT

EMOTIONAL STORYTELLING

BIG INSIGHTS LEAD TO BIG CAMPAIGNS

From first homes to first pets, people everywhere are sharing their big firsts on social. Especially a new audience Allstate was looking to connect with: older millennials. This demographic goes through a lot of life stage changes, from becoming homeowners to growing their family, and they turn to social for advice. Fortunately for us, a lot of those moments also just so happen to be big insurance moments.

Allstate ultimately aimed to impact the conversation around firsts in order to help shift perception and improve positive sentiment. We wanted our target audience to feel like we not only understand them, but can also help them conquer firsts with confidence—so that during their next big insurance moment, they’re more likely to think of Allstate. And we accomplished that with Here’s to Firsts.


WE TALKED ABOUT REAL FIRSTS IN AN AUTHENTIC, HUMANIZING WAY.

CONNECT WITH THE HEART AND THE HEAD

To get people talking and thinking differently about Allstate, we created Here’s to Firsts, a cross-channel social campaign. It was the cornerstone of Allstate’s social media strategy in 2016 and was unlike anything competitors were doing in this space. We talked about real firsts in an authentic, humanizing way—which led to real conversations about deep human truths that expand far beyond insurance.

It made a positive impact. We turned our audience’s uncertainty around firsts into confidence with a campaign that both celebrates firsts and provides tips for achieving them.

Celebrating:

We made an emotional connection by applauding the firsts of our target audience and highlighting the powerful stories of others. For example, we featured real people in documentary-style videos about their firsts, like a young single mother getting her first shot at a career or a deaf student’s first time in the hearing world, far from home. We created touching, shareable videos about learning to ride a bike for the first time, or moving into your first home. Firsts that users themselves submitted were even featured on our pages, and we surprised random people talking about firsts with gift cards via social listening.


WE TALKED ABOUT REAL FIRSTS IN AN AUTHENTIC, HUMANIZING WAY.

Educating:

We also delivered useful information and resources to help older millennials as they prepare for and experience firsts.  And we made sure all tips were delivered in an engaging way. For example, we used stop motion to show how to pack fun lunches for the first day of school; a kitten in a dollhouse to show how to pet proof your home for your first four-legged friend; and wedding cake toppers to demonstrate how to give your first speech at a wedding. A wide mix of social posts captured users’ attention across channels, while emerging formats—such as Facebook Canvas and 360 Video—helped Allstate connect with the audience in new ways.

Both celebration and education came together to make sure that the next time our audience thinks of firsts, they think of Allstate.

First Camping Trip - 360 Video

Allstate First Pet Instagram Carousel

First Pet - Instagram Carousel


The next time our audience thinks of firsts, they think of Allstate.

First Time DIY - Cinematic Pinterest Post, Instagram Tap-Through Quiz, Facebook Canvas

HERE’S TO IMPRESSIVE RESULTS

The executions were remarkable, with results to match. Here’s to Firsts had an impressive reach of 52.2 million, 20 million engagements and 19.7 million video views. We earned organic shares from users, Allstate agents and even respected nonprofits, such as the Muscular Dystrophy Association of America. But the most telling metric of success was how the campaign increased positive sentiment.

It’s safe to say the insurance industry is not exactly the most well liked. Many social posts, no matter the topic, elicit comments of complaints from disgruntled customers.

Building a positive social presence is truly a challenge for any insurance brand. But we were able to do just that with this campaign. Here’s to Firsts posts gained 35% more positive sentiment than all other Allstate social efforts.

By celebrating firsts and helping people achieve them, this campaign was a win for customers—and a win for Allstate.

AWARDS

Addys Silver Award

Austin ADDY Awards
Silver - Canvas, Social Media

IAC Award

Internet Advertising Competition
Best in Industry - Social Media Campaign

Addys Bronze

Austin ADDY Awards
Bronze - Social Media Campaign

Shorty Award

Shorty Awards
Audience Honors - Social Media Campaign

Webby Award

Webbys for Good
Single Video

ADDY Award

Austin ADDY Awards
Silver - Canvas, Social Media

IAC Award

Internet Advertising Competition
Best in Industry - Social Media Campaign

ADDY Award

Austin ADDY Awards
Bronze - Social Media Campaign

Shorty Award

Shorty Awards
Audience Honor - Social Media Campaign

Webby Award

Webbys for Good
Single Video

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