Liberty mutual original production
The Brief: Liberty Mutual sought to engage Pinterest audiences with greater authenticity, aiming to differentiate itself from other insurance brands by tapping into trends.
The Insight: We discovered that Liberty Mutual’s Pinterest audience over-indexed on home renovation, gardening and game day entertaining. Three trends captured the brand’s interest: “Dinner party tablescapes,” (+55%) “Modern man cave” (+339%) and “Tailgate food ideas” (+173%).
The Idea: To create a series of scenes that connects these adjacent interests to Liberty Mutual’s insurance offerings through Pinterest’s popular collage style pin.
Major Wins: The brand loved the concept so much, they tapped the first ever Pinterest Original Production to create the Pins resulting in $1M in incremental revenue. I wrote the ads and the scenes & visuals were designed by our incredible Original Production vendor ThinkingBox. The resulting campaign outperformed all benchmarks for video completion rate and CPM. They’ve already tapped Pinterest to create another Original Production.
