Laughlin Constable

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Insurance

Jewelers Mutual – Influencer Marketing

Jewelers Mutual
Influencer Campaign

#COVIDBRIDE

Jewelers Mutual

After so many weddings were postponed in 2020, we knew 2021 was going to be packed with nuptials. And with that busier-than-ever wedding season on the horizon, LC saw an opportunity to leverage influencers to help remind brides about the importance of jewelry insurance for their coveted rings.

3.4 million

Impressions

15,000+

Landing page views

232,000+

Post engagements

The Big Idea

In a jam-packed, post-pandemic wedding season, the last thing we wanted brides to forget about was their jewelry insurance. Because hasn’t enough chaos happened already? We saw an opportunity to partner with covid brides who had postponed their 2020 weddings and were getting ready for the day they had been dreaming about. With the help of these influencers, we would remind other recent or soon-to-be brides that protecting their engagement and wedding rings with Jeweler’s Mutual was one of the easier decisions, even with all the stress of planning and re-planning (and re-re-planning) a wedding.

Covid Brides, we get it.

We partnered with real brides who had been through the challenges of postponing their 2020 wedding due to the pandemic. These brides understood the stress and heartache that went into the decision and the hope and excitement that the 2021 wedding season would bring.

Their voices would help us authentically share our messaging – reminding brides that Jewelers Mutual is here to help protect their ring and everything it symbolizes.

A reason to celebrate.

We partnered with four total brides whose accounts ranged from lifestyle to fashion. Together they shared 21 pieces of content throughout the wedding season.

In addition to organic social content on influencer channels, we leveraged paid media support to drive web traffic to the Jewelry Insurance Quotes page. In total, the partnerships resulted in:

  • 3.4 million impressions
  • 15,737 landing page views
  • 232,012 post engagements
Young couple taking a selfie in a park.
Screenshot of a #covidbride social post by Jewelers Mutual.

Why It Worked

Influencer stories that give consumers an emotionally-charged reason to believe garner the best results. We knew our brides were going through a tough, frustrating time, but by partnering with real pandemic brides dealing with the craziness of wedding postponements, we connected with our audience in a way that made them feel seen and understood. Jewelry insurance with Jewelers Mutual became an “easy” wedding decision in a sea of difficult ones, and one less thing to worry about.

Related work.

Los Cabos

At this magical destination, the sea and sun meet and become one—attracting both celebrities and your average traveler. But after being closed for COVID-19, Los Cabos needed a way to convince their regulars to come back. And even more so, to reassure them that paradise would still be just as idyllic as they remembered.

Continue Reading Los Cabos

Jewelers Mutual

Obsessing Over Elevating a Timeless Brand

Completely, Totally, Obsessively Obsessed with Jewelry

Jewelers Mutual

When we were challenged to breathe new life into a 106-year-old brand, we accepted. Why? Because we’re just as obsessed with delivering strategically sound, insight-driven, breakthrough work to our clients as our client, Jewelers Mutual, is with delivering best-in-class jewelry insurance to jewelry lovers across America.

The Big Idea

Many people have jewelry. Many people have insurance. But many people do NOT know there’s a massive company in Neenah, WI that insures jewelry and only jewelry. Our challenge was to reintroduce this 100+ year-old company to a more modern jewelry buyer. Not only is awareness of Jewelers Mutual low, but awareness of the entire category of jewelry insurance is nearly nonexistent. We set out to change that.

Protect your jewelry, protect your story.

Whether we’re talking about engagement rings, wedding bands, anniversary watches or a just-got-promoted gift for yourself, jewelry is one of the most personal and expensive purchases we make over the course of a lifetime.

Each piece tells a story — a story that needs to be protected. And trusting your precious pieces to people who also insure minivans and mansions just doesn’t cut it.

If we could give jewelry jewelry we would. Jewelers Mutual
You obsess over the cut, color, clarity, carat, fit and flair of her ring. Ditto. Jewelers Mutual

Our single-minded solution.

We needed to let everyone know that the people at Jewelers Mutual do one thing: insure jewelry. And because they insure one thing and one thing only, they’re slightly obsessed with it. It’s all they think about. All they worry about.

So, who better to trust with your most prized possessions than a company that eats, sleeps and dreams jewelry? The answer’s pretty obvious, if you ask us.

Related work.

Acuity

For this campaign, we wanted to show just what taking a wholehearted approach to insurance means by personifying the Acuity employee as a superhero. After all, they’ll work day and night to help make sure a business issue or a home or car problem is solved the right way.

Continue Reading Acuity

Acuity

Insurance is Only as Good as the People Who Provide It

Shining the Spotlight on Acuity’s Super Workforce

Acuity

Insurance is one of those things in life that when it’s needed, it’s really needed. Our livelihoods and most prized possessions rely on being protected. So, when a claim is made, the people who work through it are essential. And when it comes to people, Acuity is second to none. Acuity is known for a passionate, empowered, and enthusiastic workforce. So when a new customer signs up for a policy, they aren’t just getting protection, they’re getting someone who will wholeheartedly be there for them and who will always be ready to answer the call (literally all calls are answered within 15 seconds or less).

The Big Idea

For this campaign, we wanted to show just what taking a wholehearted approach to insurance means by personifying the Acuity employee as a superhero. After all, they’ll work day and night to help make sure a business issue or a home or car problem is solved the right way. We turned key branding elements, like the logo, into a beacon and developed a mnemonic to act as the superhero theme for each video. We steered clear of superpowers for more realistic helpful qualities like empathy and fast responsiveness that our reps currently embody.

Connecting our heroes with the right audience.

One of the biggest challenges facing Acuity is they don’t have the same level of spending as other behemoths in their industry. Meaning the media targeting has to be smarter. To connect with our commercial line audiences, we developed creative executions unique to each industry including contracting, manufacturing, or retail businesses. We then leveraged our LC Trade Desk to reach them at various points of their decision journey with updated messaging. For personal lines we followed a similar approach whether we targeted someone interested in home, auto or renter’s insurance.

Related work.

Los Cabos

At this magical destination, the sea and sun meet and become one—attracting both celebrities and your average traveler. But after being closed for COVID-19, Los Cabos needed a way to convince their regulars to come back. And even more so, to reassure them that paradise would still be just as idyllic as they remembered.

Continue Reading Los Cabos

Yuengling

D.G. Yuengling & Son has been brewing beer since 1829. That’s nearly 200 years of beer expertise packed into one family business. So when Yuengling’s newest generation approached us with a brand new pilsner, it already wasn’t just any beer; it was a beer six generations in the making.

Continue Reading Yuengling

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