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Every day, people face a choice. Pursue your dream or play it safe. But adult life constantly reminds us how risky that pursuit can be, and insurance companies never let us forget what could go wrong. So we helped American Family Insurance overcome this negative perception by helping them give dreamers the coach they needed. Just not the one they expected.
#kidcoach quickly became the most successful digital effort AFI had ever launched, earning 50+MM impressions, 8+MM views and 35% engagement rate, with next to zero media budget. And Kid Coaches made its way into national culture with its own premiere segment on Good Morning America.
During the week-long interview session we conducted a behind-the-scenes interview session to capture kids in all their energetic awesomeness. We then took their advice, tagged it with the most commonly searched dream-related topics to generate personalize and customized #kidcoach advice session for users online. And to drive traffic, we paired photos with their inspirational quotes to create a series of socially-sharable content. Here's just a few.