travelers digital strategy- march madness fanmily contest

Travelers Insurance Digital Strategy

FANmily Contest

The Big Idea

Unforgettable campaign with massive reach and response

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http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiqt6qlybnJAhXCzz4KHXSeAJAQjRwIBw&url=http%3A%2F%2Fwww.imeimage.com%2Fequal-sign-icon&psig=AFQjCNGxahMIvt8lcj-KtXJWhcuiJ1bHNQ&ust=1449021879062942

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http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjE1qP7ybnJAhVBWD4KHYonB5UQjRwIBw&url=http%3A%2F%2Fwww.hostmomma.com%2Ffamily-pictures-in-football-jerseys-jersey-discount&psig=AFQjCNG5R9DLBwG5bXwDABBj0O36YPFH2A&ust=1449022052670288

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

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwju9NjUybnJAhXCMj4KHbfmAh4QjRwIBw&url=https%3A%2F%2Fen.wikipedia.org%2Fwiki%2F2016_NCAA_Men's_Division_I_Basketball_Tournament&psig=AFQjCNEDf8mjypGcQ9ACsqVo-gSclZSSdA&ust=1449021977514294

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

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiDv9bbyLnJAhUKNj4KHeDqBggQjRwIBw&url=http%3A%2F%2Fwww.madamasr.com%2Fnews%2Ffacebook-turns-down-egyptian-government-requests&psig=AFQjCNERbP1YiFDvS6aw57Vd2BdZ9zzw1A&ust=1449021718206573

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiMgdLryLnJAhUBNT4KHaYmCBUQjRwIBw&url=https%3A%2F%2Fabout.twitter.com%2Fpress%2Ftwitter-brand-policy&psig=AFQjCNFaeIQ1-wAqi5iOQtR3F7PoDdzzbA&ust=1449021758028285

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

https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwidrdr9yLnJAhWBbT4KHVycB44QjRwIBw&url=https%3A%2F%2Fassoc.drupal.org%2F2014-annual-report&psig=AFQjCNGkP6xwb9bjRPbkStzBTkzeNJdx5w&ust=1449021794138050

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.

travelers digital strategy- march madness fanmily contest

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