PROGRESSIVE INSURANCE

Earning the Right through Reflection

Trucking is a lonely, brutal business. Most insurance brands ignore that. They treat drivers like spreadsheets, not the hard-working backbone of America. Trucker Territory aimed to change that and give drivers the help and "hero" treatment they deserve.

I entered Progressive on a "friendly." A colleague had a connection at Progressive who was willing to give us a shot at a $100K project. In under three years, my team and I turned Progressive Commercial into $3.5M AOR, producing some incredibly effective and unforgettable work that drove business and changed countless lives. My creative strategy was simple: shut up and start listening.

Going against the mainstream data, we forged a subculture strategy that understood truckers' lifestyle, tensions and desires. We choose to forego commercials for meaningful content, including meaningful driver documentaries, in-cab cooking videos, mental health podcasts, financial vlogs, comics, and driver interviews—hell, I even started a brand record label featuring original music by Grammy-Award winning and platinum-selling artists. The only thing more impressive than the content was the response, posts commonly earning thousands of positive comments and shares. One of my trucker documentaries was even featured on Good Morning, America.

(Note: Before our work, Progressive Commercial's social channels were overwhelmed by complaints and trolls.)

We also activated the brand across trucking's largest experiential opportunities (MATS, GATS), completely transforming the experience into a celebration of drivers and all they do, featuring their quotes, photos, stories told through song, documentaries, and photojournalism. Progressive had become the home for drivers. A pace where they felt safe, supported, protected and celebrated. We proved we understood them, and thus we could protect their business.

This became an incredible brand turnaround story that not only caught the attention of truckers but also Progressive's competition, earning a call from GEICO to help them reposition their trucking product. I don't think there's a better compliment to your work.

CONTENT PERFORMANCE – First 100 Posts

• 1.3 Million Engagements

• 52,000 Shares

• 10 Million Video Views

• 19,000 Comments

• 204,000 Link Clicks

• 226,000 Likes

RESULTS

• Doubled Policy Totals

• 6% YOY Gain, outperforming the category

• Achieved the Brand's Highest Number of Policies in Force

• Increased Monthly Site Traffic from 7K to 230K in under 18 months