Creating relevant and engaging social media content by amplifying Farmers Insurance TV ads

Working with Farmers Insurance I was tasked with creating daily social content for their social channels and Farmers Insurance agents via their social selling tool.

There was a a need to create social content from the television ads “Hall of Claims” which explored their most unbelievable but true insurance claims. The difficulty was we didn’t have the rights to use any clips of the actors that were featured in the commercial. So that presented…a bit of a challenge. Luckily for us (and not so lucky for the people impacted in these claims) many of them involved animals who caused the havoc.

To create engaging social content, I looked toward a theme on social that was already trending: dog shaming. People were holding up signs next to their pets and shaming them for the crazy things they got caught doing. I pitched to Farmers Insurance the idea that we could use this tactic with the animals in the “Hall of Claims” video and worked with the production company to get the right footage to pull it off.

With the remaining footage we had from the commercials, I took inspiration from Facebook's newly launched "On This Day" feature which prompted users to share posts they've made in the past. I created a template to make it appear as though Farmers Insurance was sharing past claims, allowing us to use even more footage from the commercials under the guise of a throwback.

The campaign helped drive engagement on the Hall of Claims landing page, and the concepts proved successful as both are still featured in the company’s social and blog content in claims involving animals.

Don't worry, most of the animals that were "shamed" were animatronic and those that weren't were paid in treats.