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San Francisco 2017

Case Study: How Esurance combined owned, earned and paid media channels to become the most talked about brand during Super Bowl 50

As social media marketers, we know all too well that we operate in an exceptionally cluttered environment, and the Super Bowl may be the most extreme example of this. But it’s also an unparalleled opportunity to achieve scale and make our voice heard among a highly engaged audience. As an insurance company we’re constantly challenged with how to stand out in the crowd among sought after brands with more desirable products & services. We’re required to think outside the box when competing with bigger brands with bigger budgets to reach our target demographic. In this session you will hear how a surround sound approach combining paid, owned and earned enabled us to break through the noise during Super Bowl 50 to be the most talked about brand when we didn’t even have an ad in the game.

We will cover:

  • Taking advantage of second screen culture
  • Borrowing equity from other brands
  • Partnering with celebrity/influencers
  • Reaching the right audience using paid amplification
  • The good, the bad & the ugly of social media sweepstakes

Sarah Evans
Esurance

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