The objective is to position a brand as a leader committed to the communities it serves. The campaign should result in positioning this brand as leaders of Good Neighbor Day, creating awareness of opportunities to volunteer within communities and encouraging mass acts of good.
The insurance industry is increasingly seen as commoditized with decisions based solely in price. As a more expensive offering, a brand has to find a way to differentiate itself based on value.
Over 80% of this brand’s target consider community involvement from brands when recommending to others.
We want people to get inspired and volunteer – we want them to do something, anything - big or small that makes a positive difference in their community. This brand helped turn caring into doing in neighborhoods across the country. We came together to do something that makes neighborhoods better, focusing around local causes that matter to these communities.
People have good intentions but they don’t follow through with action. Volunteerism is at an all-time low - 70% of Americans express their desire to participate, but only 25% volunteered last year. Most of us want to help, but very few of us actually do. People clearly want to give their time, so why the discrepancy between intent and action?
For the launch of Neighborhood of Good in 2017, the brand created an online platform to showcase their contributions to local communities, and provide a tool to help volunteer in their own neighborhood. Over the past couple of years the brand began to seize the unique opportunity to align a national holiday with their Good Neighbor brand and showcase the volunteer tool. With great momentum and a very clear vision for their Community Impact program, the brand truly owned Good Neighbor Day in 2017 -- demonstrating what it means to be a good neighbor and inspiring others to give back to their communities. A partnership with actor, Anthony Anderson, on Good Morning America, social media integration with Upworthy, and physical Micro-volunteering hubs in high traffic event areas amplified and created awareness on Good Neighbor Day.
On Good Neighbor Day, Good Morning America and the brand teamed up to talk about the importance of the national holiday. Actor and brand consumer, Anthony Anderson, made an appearance on behalf of the brand. The cross-platform integration helped communicate the value in being a good neighbor and how easy it is to make an impact in their communities by visiting the site. Anderson's appearance was an extension of the in-show integration on Black-ish, which involved his character leading the Neighborhood of Good ad campaign, by showing his co-workers how to volunteer in their community using the website.
Micro-volunteering hubs were activated at existing events with high traffic in order to increase volunteer participation and the likelihood of attracting new volunteers. The brand partnered with local nonprofits to help meet local needs and provide avenues for people to turn caring into doing in their communities.