2011 SAMMY Award Finalist, Best Use of Social Media for Social Good: Hill Holliday for Liberty Mutual "Like My Community"
Hill Holliday
Agencies: Ketchum – PR partner
Vivid Marketing – handled creation of the large scale "Like" buttons
Cabin 46 Productions – partner for agent videos - Bruce Gibbs, Director & Erik Mygrant, Line Producer
Brand: Liberty Mutual 'Like My Community'
Executives Involved in The Campaign: All Hill Holliday Employees:
Kerry Benson – EVP, Managing Director
Adam Cahill – EVP, Co-Media Director
Summer Dembek – VP, Account Director
Liz Dorrance – Account Supervisor
Ryan Maheu – Account Supervisor
Brittany French – Account Executive
Carolyn Dow – VP, Associate Media Director
Seb Maitra – SVP, Media, Analytics & Search
Jillian Lusk – Associate Media Director
Danielle DePiano – Senior Media Planner
Jen DeMartino – Associate Media Director
Kristin Mollerus – VP, Associate Media Director, Digital
Jackie Coffey – Media Supervisor, Digital
Andrew Rosenthal – Associate Broadcast Producer
Tom Bick – VP, Strategy & Research
DJ Capobianco – Associate Social Media Strategist
Mike Mutrie – Digital Producer
Priya Shah – SVP, Director of User Experience
Roger Anderson – Associate Media Director of Analytics
David Hill – Senior Analyst
Campaign Brief: Why Like My Community should win this award:
Liberty Mutual demonstrated its local support of three communities by building a Facebook-centric integrated media program that socially activated deserving causes and their community fan-base.
Liberty Mutual may be the “responsible insurance company,” but for some communities, it's perceived as an East-coast insurance giant that doesn’t understand local market needs. How could we prove that Liberty Mutual has local roots and helpful, compassionate agents in hometowns across America?
In Baltimore, Dallas and Milwaukee, the answer is the Like My Community project. We demonstrated the credibility of Liberty Mutual's agents by asking them to select their favorite local causes —youth programs, animal shelters, food banks— that needed the support of Liberty Mutual’s $90,000 commitment per market. But how to choose the winning causes?
By letting the communities decide through voting on robust Facebook pages. On August 1st, the three causes in each market with the most votes will receive $30,000 each.
Our local media immersion included a robust mix of transit and pedestrian OOH, local radio, DJ endorsements, local print, and high-impact digital executions on local properties. We built 10’x8’ “Like” buttons at each cause location to educate passersby, build buzz and drive votes. Each vote on Facebook became an item in voters’ news feeds.
But we needed the community's stakeholders to be our advocates. In addition to a dynamic content strategy for our owned Facebook pages, we constructed social content activation programs with messaging for each cause to share, content calendars, tweets with imbedded links, and customized “tabs” for installation. These interactive digital documents made it turn-key for causes to activate their supporters, and gave the program credibility through their endorsements.
After nine weeks, we’ve seen over 184,000 visits, more than 81,000 votes, 6,631 Likes, and over 1.2 million relevant Facebook newsfeed stories. An outpouring of posts and testimonials from the causes and supporters ensued, and hundreds of potential customers crossed over to view individual agent pages and start quotes.
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