SITUATION Small business advice floods the internet—but practical guidance often gets lost in a sea of generic fluff. Progressive needed a way to rise above the noise and prove it wasn’t just another insurance provider—but a trusted partner in the entrepreneurial journey. TASK Create a compelling content campaign that builds brand credibility and trust among small business owners—especially those in food service and mobile-first ventures like food trucks—cutting through the overwhelming online business chatter. ACTION We launched Small Biz Battles—a dynamic, content-forward campaign centered around a real business challenge: a cook-off between two food trucks on Venice Beach. Starring film icon and entrepreneur Danny Trejo alongside culinary and industry experts, the campaign blended docu-style storytelling with startup reality TV energy. I led creative strategy, concept development, and content creation, driving a seamless mix of entertainment and education. The campaign extended beyond video into a microsite hub filled with downloadable business tools, startup kits, and insurance explainers. We supported the effort with CRM-driven nurture streams, experiential activations at the Small Business Expo, and a social rollout packed with snackable videos and interactive polls. RESULT • Delivered Progressive’s highest-performing small business content of the year • Massive engagement with microsite and video series • Significant lift in qualified small business insurance applications • Thousands of downloads of toolkits and high interaction with educational content • Positive brand sentiment driven by authentic, energetic, and relevant storytelling REFELCTION Small Biz Battles struck the perfect balance of action and advice—giving Progressive personality, credibility, and proof that it truly understands the hustle. With Danny Trejo’s star power paired with practical business resources, the campaign showed small business owners that Progressive’s got their back—on the street, on screen, and on paper.