Earning the Right through Reflection

Progressive is known for its iconic spokesperson, Flo. Unfortunately, her whimsical nature did not perform well for Progressive's business unit, especially for long-haul truckers. As a result, Progressive Commercial trucking insurance was not in truckers’ consideration set, even with very competitive rates. Owner Operators felt Progressive did not truly understand their needs as a business or as people.
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Our work has helped change all that while contributing to record-high applications month over month.
 
Key activations include:
– Original documentary series contributing to incredible time-on-site metrics, comments, and engagements
– Creation of a new Record Label featuring original songs performed by Grammy-nominated artists
– Financial video series devoted to running a small trucking business
– Mental Health podcast to discuss common issues of PTSD, road stress, and family life
– A ground-up and thriving Facebook community 
– Immersive experiential events at industry trade shows and mobile experiential at events and truck stops
– Emotive charitable activations and films
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RESULTS
•  Over 500K Qualified Call Center Calls (+16%), leading to 99K Quotes (+19%) and generating 39K Applications (+ 9%)
•  All-time Gain of 6% YOY, Outperforming the Category
•  Achieved the Highest Number of Policies in Force (PIF) to date
•  Doubled policy totals in 10 years
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PERFORMANCE METRICS
  • Over 65M media impressions
 
  • Over 200K direct engagements, including thousands of positive shares and comments from verifiable truck driver and Owner Operator accounts
 
  • Over 10M video views, equaling over 20,000 total hours watched
 
  • Grew Facebook followers from 0 to over 45,000 in six months without a paid campaign.
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