Best Insurance Social Media Campaign

TARGET
- Surplus Lines Insurance Brokers and - Hurricane/Weather enthusiasts

GOAL
The goal of the 2013 Hurricane Forecast Infographic series was to create a related series of socially infused assets that could be readily shared and distributed across multiple social networks. However what made this campaign unique is that we updated the infographic at three different times, in order to coincide with the various releases/updates of the hurricane seasonal forecast. This not only enabled us to keep the campaign new and fresh, it provided users with new assets and statistics that could be readily viewed and shared on and across multiple social networks including Twitter, Facebook and LinkedIn.

Key to success of this social campaign was creating an infographic that sought to visualize the key findings associated with a very complex and lengthy document. Therefore, by creating this infographic we created piece of social content that could be readily consumed, distributed and shared within the social community. Not only could users share the infographic, but if you click on the "View Asset" links and launch any of the associated PDFs of the actual infographics you will also be see a how we have placed a Twitter Chiclet next to each and every stat, so therefore, not only could users share the entire asset they could share individual stats within the asset. Therefore, we looked to encourage the share from many points on engagement and interest.

Additionally, by creating multiple infographics that related to each other, we were able to craft a "social story" that showed how the predictions evolved between the initial release of the seasonal report and the mid-season report as well as what the actual/final seasonal totals were based on the predicted totals, in the Season Summary Report.

Beyond this the goal was to further showcase Lexington's thought leadership in the Surplus Lines Insurance and Hurricane Insurance spaces. By creating this collection of social assets, we were able to consistently engage our target with a stream of timely and relevant content that the actively shared, but also showed how Lexington was actively at the forefront of the Hurricane Insurance Category on consistent and ongoing basis.

Contributors:

Senior Account Executive:	Tim Massinger
Interactive Design Lead:	Lauren McAuliffe
Designer:	Alex Bixby
Directore, Interactive Services:	Andrew Abrahams

OVERDRIVE INTERACTIVE

Location: USA