PROGRESSIVE X DANNY TREJO
SMALL BIZ BATTLES
An action-packed, insight-driven B2B content series
Case Study
Yada, yada, yada. Superficial small business advice pollutes the internet. Most insurance brands just add to the pile. I pushed for a radical shift: trading superficial tips for high-stakes entertainment that actually taught people how to run a business. We stopped making commercials and started making a docu-style reality series. We went to Venice Beach, brought in Danny Trejo, and filmed the actual grit of the food truck hustle. We didn't just sell insurance; we provided the blueprint for surviving the startup phase.
I led the execution to ensure the celebrity energy didn't bury the practical business truth. We built a hub full of startup kits and toolkits that entrepreneurs actually downloaded and used. It became Progressive’s highest-performing small business content of the year. We saw thousands of downloads and a major lift in qualified applications. We proved that in a category full of noise, being the partner who actually helps is the ultimate differentiator.
GASTRO GAUNTLET
PROGRAM EXTENSION
National Restaurant Association Convention
Trade shows are where brands go to be ignored. At the NRA Convention, 65,000 professionals walk past 2,300 vendors. Most insurance booths are invisible. They offer dry handshakes and pamphlets. I rejected the "safe" strategy. To reach foodservice entrepreneurs, we had to be as daring as they are. We stopped talking about avoiding risk and invited people to start taking some.
I architected the "Gastro Gauntlet." It was a hands-on food challenge in a sea of culinary giants. We didn't serve appetizers. We served dares: lutefisk, 100-year-old eggs, Rocky Mountain oysters, and chicken feet. The gag factor worked. Even the most jaded foodies were intrigued. We engaged thousands of decision-makers who usually avoid insurance reps like the plague. We moved Progressive from a line-item expense to a convention highlight. We proved that a bold brand belongs in a bold industry.
