Earning the Right through Reflection

Progressive is recognized for its spokesperson Flo, but her quirky persona didn’t resonate with long-haul truckers. Consequently, Progressive Commercial trucking insurance was overlooked, as Owner Operators felt the company didn’t understand their needs.

Our efforts have reversed this trend, leading to record-high applications.

KEY INITIATIVES

• Integrated Campaign including massive social, digital, CRM and experiential activations

• Wildly successful original documentary series that created brand record-breaking metrics

•  New record label featuring Grammy-nominated artists

• Financial video series crafted for small trucking businesses

• A mental health podcast addressing PTSD and road stress

• A thriving Facebook community, commonly earning thousands of views and hundreds of comments per post

• Engaging experiential events at trade shows and truck stops

RESULTS

• Over 500K qualified calls (16% increase), leading to 99K quotes (19% up) and 39K applications (9% up)

• Achieved a 6% year-over-year increase, outperforming the category

• Record Number of policies in force to date

PERFORMANCE METRICS

• Over 65M media impressions

•  200K direct engagements, including positive shares from verified accounts

• 10M video views totaling over 20,000 hours watched

• Grew opt-in audience from 0 to over 45,000 in six months without paid campaigns.