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Hoosier Lottery – Influencer Marketing

Hoosier Lottery
Influencer Campaign

#HOOSIERPROUD

Hoosier Lottery

The LC Hoosier Lottery team set out to build long-term, authentic and engaging partnerships with Indiana-based influencers who believed in the product and brand, creating content that would ring true for Hoosier Lottery players and prospects alike. 

The Big Idea

LC recognized a shift taking place in influencer marketing. Smaller accounts and local ambassadors began to penetrate this vast space once dominated by celebrities and household names. We knew an influencer program like this would resonate well with our Indiana audience because, put simply, Hoosiers trust other Hoosiers. The goal of our campaign was to bring the passion and fun of playing the Hoosier Lottery to life through social media throughout the year, and amplify the pride that Hoosiers already have for the state of Indiana.

Finding the right fit.

When identifying the right influencer partners, we leaned into influencers who reached or mirrored the Hoosier Lottery priority audience segments, who were passionate about being a Hoosier, and who met other metrics like engagement rate and experience.

We selected four influencers, who would together create 24 unique pieces of content.

A yearlong partnership.

Rather than working with influencers on specific campaigns or individual product launches, we tasked them each with creating unique pieces of custom content across the entire year. They had the flexibility to determine which topics aligned best with their audience and tone, and we amplified organic content with paid media support to increase engagement with Hoosier Lottery.

While the lottery can be a polarizing topic on social media, we found that qualitative comments and engagements on the posts of our trusted influencers were vastly positive, even compared to the brand’s own content.

Woman in holiday hat holding gifts and Hoosier Lottery's Candy Cane Crossword ticket.

Why It Worked

Consumers trust influencers who are real and resemble themselves. By working with influencers who could authentically talk about the experience of being a Hoosier while also sharing fun content about the Hoosier Lottery, we were able to attract and engage with all types of current and potential players.

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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.

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Travel Wisconsin – Influencer Marketing

Influencers Have Real Fun
with Travel Wisconsin

Real People, Real Fun

TRAVEL WISCONSIN

In 2018, Travel Wisconsin set out to enhance its Instagram influencer program. The mission was to identify travel influencers in key niche audiences important to Travel Wisconsin’s target market and turn them into Wisconsin brand ambassadors.

219

New pieces of content

16%

Increase in Travel Wisconsin Instagram followers

56,000+

Total post engagements

The Big Idea

The campaign for Travel Wisconsin was all about “Real Fun” – showcasing real Wisconsin experiences and telling the stories of real people enjoying Wisconsin activities and traditions. Our influencer effort naturally launched off this concept, aligning Travel Wisconsin’s target audiences with influencers in each category.

Custom trips created authentic content.

Travel Wisconsin’s target audiences included: fall color peepers, accessible travelers, family travelers, music fans, architecture aficionados and millennials looking for a “friendcation.” LC researched, vetted and matched seven social media influencers with unique destinations, activities and experiences across the state that would provide ample storytelling and content creation opportunities.

The trips were customized to suit each specific influencer’s likes, hobbies and interests. We worked to select the perfect destinations based on season, category and influencer brand. We handled all areas of logistics, like contract negotiation, trip and itinerary planning, content review and approval, reporting and repurposing.

Post from influencer jeanatravels about Lake Geneva, WI.
Post from influencer jeanatravels about Lake Geneva's Shore Path in Wisconsin.

Real people having real WI fun.

From Lake Geneva to Hayward, Eau Claire to Door County, and everywhere in between, our seven influencers traversed the state of Wisconsin throughout the year, telling real-time stories of adventures and experiences along the way.

In the end, the effort far surpassed our goals and contributed to:

  • 219 new pieces of content across Facebook, Instagram, Twitter and blogs   
  •  A 16% increase in followers of Travel Wisconsin’s Instagram
  • 56,000+ post engagements 

Why It Worked

The Travel Wisconsin influencer plan was the epitome of authenticity. By working with people who aligned with our target audiences, we matched their unique interests with exciting destinations and activities, and showed them the way to have “Real Fun” in Wisconsin. In turn, they brought their audiences along for the ride and became true Wisconsin brand ambassadors.

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Los Cabos

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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.

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Los Cabos

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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.

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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.

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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.

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Los Cabos

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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.

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Milwaukee: 207 East Michigan Street, Milwaukee, WI 53202 | (414) 272-2400