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Travelers Insurance Digital Strategy
FANmily Contest
The Big Idea
Unforgettable campaign with massive reach and response
March Madness FANmily Contest
One lucky family of 4 will have a chance to become the ultimate FANmily
Share video of why they are the ultimate college basketball fans
Attend first round and championship game Airfare and hotel included
Target Audience for CampaignFamilies ages 25-70
specific campaign will be focused entirely on families
Group of 4
Platforms We Will Use Facebook
¾ of American adults use Facebook
Twittermost immediate form of social media
Platforms ContinuedYouTube
Travelers tends to use YouTube as a starting point for most of its video content, and will in fact be the starting point for our campaign
Paid Digital AdvertisementsWe will be advertising display banner ads on
sites to attract the largest breadth of family members
How Do We Measure ResultsCPM
General idea of how many are exposedCPA (submissions)
How many people actually took action
Together we can measure how many are exposed compared to how many took action to get a good estimate on ROI and campaign effectiveness
Results Continued Social media platforms
More likes = more success
Google analytics Who, When, How
CostTickets, Airfare, Accommodations
$10,000
Digital advertising$100,000January, February, March
$110,000-$150,000
ConclusionTraveler’s has never done something such as
a big contest that can gain mass amounts of traction. Something in a big spot light will give Travelers the best chance of getting noticed and improve its over all online presence moving forward.
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