Consumer campaign demystifies homeowners insurance #336 case study


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A national insurance company retained us to help increase brand visibility to support sales growth in a highly competitive environment. We used an educational approach that created a newsworthy platform about the pitfalls and benefits of homeowners insurance. A national survey gauged homeowners’ awareness about the specific coverage provided by their home insurance policies, and confirmed that many homeowners did not know what their policies actually covered. To maximize media coverage, we created compelling messages and story angles around key findings from the survey. Client executives were positioned as experts, helping consumers demystify this type of insurance coverage. Additionally, we developed a list of “The Top Mistakes Homeowners Make with Insurance,” based on consumer misconceptions identified during the survey. As a result of our campaign, our client garnered extensive coverage in a broad spectrum of national and local consumer media, and financial services trade media.

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