Liberty Mutual
Harnessing the Power of In-House Talent
As Head of Creative at Copper Giants, I was part of a cross-functional team that spearheaded Liberty Mutual's brand transformation. As part of the leadership team, we crafted a five-year strategic vision and plan, aligning with Liberty Mutual's overall business goals. My focus was threefold: building and mentoring high-performing teams that delivered brand building, impactful work for Liberty's target audiences, managing and extending our creative output via external agencies and vendors, and strengthening collaboration across the business.
Unifying the Brand
Liberty faced the challenge of a fragmented brand experience, making it difficult to stay memorable with consumers. To overcome this, my team collaborated closely with product and brand teams to establish a consistent brand experience throughout the consumer journey. This involved developing a unified visual ID, defining a distinctive voice and tone, and creating self-serve assets - from brand photoshoots to social templates and more - enabling all teams to create a cohesive, consistent, and memorable brand experience.
Expanding Reach and Attracting New Customers
Paid social media marketing expanded our reach beyond organic methods, allowing us to connect with a wider audience and attract new customers.
World Egg Day
We joined forces with the team from Punk'd to create a buzz before World Egg Day. Our plan was to secretly place large cartons of emu eggs in the egg aisle of a normal supermarket. We set up hidden cameras to capture the surprised reactions of the shoppers.
Introducing LiMu and Doug's Voice
We assisted in giving voice to Liberty Mutual's brand characters, LiMu Emu and Doug, for the first time.
Karaoke Jingle
We leveraged data to inform our digital marketing strategy and developed a series of 6-second video ads featuring karaoke performers singing the Liberty Mutual jingle. This short yet engaging format helped us leave a lasting impression of the Liberty Mutual brand in a fun and memorable way, while disrupting the traditional advertising space.
Customized Movie Trailers
We produced two movie trailers of different genres featuring the same actors, sets, and dialogue, and tailored them to each audience, much like Liberty Mutual's policies. These videos were displayed on 10,517 movie screens, generating 28.4 million impressions and further boosting unaided awareness for Liberty Mutual.
Personalized YouTube Ads
We collaborated with YouTube to explore innovative ways to engage viewers with personalized content. Our dynamic video content delivered outstanding results, generating a 9.7% increase in ad recall and a 2.3% boost in consideration compared to standard pre-roll ads.
SMS Campaign Exceeds Goals by 998%
We launched a campaign to promote the advantages of using SMS in the claims process, which resulted in views surpassing our predicted success rate by an impressive 998% within just two weeks of its launch.
Results
Liberty Mutual's unaided brand awareness grew from 17% to 30%, a testament to the power of a well-structured and empowered in-house creative team. By harnessing the talent within Liberty, we were able to create a brand that truly stands out in the market.