Insight:
Nationwide offers more than home and auto insurance. The well known brand is also dedicated to keeping their member’s pets happy and healthy. Many of these pet owners often enroll in coverage after learning about it at work, as part of a voluntary benefits package offered by one of Nationwide’s long list of corporate customers. However, pet insurance is typically shared alongside a slew of other materials during onboarding or open enrollment. Enrollments were down and Nationwide needed a new approach to differentiate their brand and product amongst other voluntary benefits.
CLIENT
Nationwide
SERVICES
Customer Journey Mapping
Creative Strategy
Concept & Campaign Design
Design & Content Production
Integrated Campaign
Idea:
Create a variety of engaging promotional programs that remind employees of Nationwide’s customers that they will do anything for their pets – especially if it’s helping them live a happier, healthier life. Promotional messaging asked pet owners if they treat their pets like family, why would they not insure them like family? To drive participation, the campaigns allow participants to enter to win a wellness-themed grand prize, with smaller bi-weekly prizes along the way, and with no purchase necessary.
Impact:
The success of these strategic B2B2C marketing campaigns had a major impact on enrollments allowing thousands of pet parents to gain awareness of the benefits offered by Nationwide Pet Insurance. The first campaign’s strategic approach generated a more than 10x increase in employee entrees year over year, landing page visitors surged 77% and 52% of entrants clicked to get a quote, leading to a multi-year partnership with our Agency.
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