As an official partner of Team USA for the Winter Olympics, Liberty Mutual was competing for consumers’ attention within a compressed period of time among a crowded field of iconic brands.
We recognized a tremendous opportunity in the social space to begin our creative messaging — Liberty was no longer in the business of insurance, but in the business of comebacks — in the months leading up to the Games, when our share of voice would be larger.
We created a series of 10 short, docu-style films that told the comeback stories of current and former Team USA athletes, distributing them through social and paid efforts in the months leading up to (and during) the Games, with each week featuring a different athlete takeover on Liberty’s social channels. This content would set the emotional tenor for the entire RISE campaign:
After seeding the RISE messaging in the digital space for several months leading up to the Games, unaided awareness had increased by nearly 11% by the first week of the Games. By getting out of the gate early and taking to channels where Olympic-centered conversations were taking place well before the Games, we were able to tap into existing interest and stake a claim to Liberty’s place within a crowded subject area.
Additionally, the branded content component of this platform earned a Webby Award Honoree in addition to two Gold Hatch Awards, a Bronze London International Award, Adweek Watch Award, Adweek’s Top 10 Branded Web Videos, and “Best Real-Time Strategy” by Social Media Today.
Role: Lead Content Strategist/Creative