In an industry cluttered with gimmicks and characters, Farmers Insurance has differentiated itself by being smart and straightforward. However, this message wasn't translating into social spaces because it was heavied with sponsorship content and corporate announcements. Through a live testing approach to content strategy, we developed an approach for Farmers to be a true partner in smart, delivering specific and relevant social content to key audiences.
I led the overarching relationship with Farmers insurance including content strategy development, calendar and content creation, business growth, and delivering proactive ideas that kept Farmers ahead of the curve.
With an audience span of 30 years, it is important to get specific: mapping key life stages to likeliness of purchase based on line of business. This allows us to think about the specific needs and barriers at a point of time so we can deliver creative content that will make the biggest impact.
With multiple teams in the social space, we developed a taxonomy for determining overlap and opportunities between them, keeping consumers at the heart of the experience.
It all ended with a brainstorming document that outlines key themes, topics, formats, frequency & volume, by line of business so we can create highly specific content for our key customers.
