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Allstate Insurance
Allstate "Worthtelling"

RAN IN: North America

CLIENT
Allstate Insurance Company

Georgina Flores, VP, Product Marketing
Tiffani Saxton, Associate Marketing Manager
Jennifer Sweis-Banyamin, Marketing Manager
Melissa Peterson, Senior Media Manager

AGENCY
Leo Burnett/Arc *Lead Agency

Charley Wickman, EVP Creative Director
Bianca Bradford, VP, Account Director
Scott Smith, Art Director
John Kistner, Copywriter
Jewell Donaldson, JR Copywriter
Reema Rao, Strategist


Starcom


SUMMARY

Allstate has had a rich presence in the African-American community, especially during Black History Month. Yet, like most other brands, Allstate tends to get lost in the clutter of messages that feature the same black icons of the past. To stand out, Allstate shared 10 narratives of people redefining the black experience today, using Allstate's brand to reach the community via social, digital and radio platforms. The result? People noticed Allstate. We saw an exceptional increase in unaided awareness, consideration for the brand, and millions of views over the course of just 1 month.

CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: BRANDED CONTENT;INTERACTIVE/ONLINE;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;MOBILE/TABLET;Display Ad (Mobile/Tablet)

Audience: Cultural or Ethnic Group

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English