2. Guides
  3. Insights from the best insurance marketing campaigns

Explore top-performing insurance marketing campaigns and learn how brokers can apply these proven strategies to succeed in the competitive U.S. market

In the highly competitive and fast-paced insurance industry, it’s imperative for brokers to have their business stand out from the crowd. More than offering great policies and services, brokers need innovative marketing strategies that capture the attention of potential clients.  

In this guide, Insurance Business delves into a few of the best insurance marketing campaigns that have worked well in the US and other countries. This is a showcase of how top insurers can and have creatively connected with consumers, boosted their brand recognition, and driven sales.  

If you’re looking to refine your digital strategy, use the power of storytelling, or leverage cutting-edge technologies, these are some examples that can give you valuable insights and inspiration to level up your marketing game.  

Analyzing the best insurance marketing campaigns 

Here are some recently executed, holistic 360-degree, and successful insurance marketing campaigns. These are from the US and a couple of other countries to give you a more varied perspective. It should be noted that these campaigns go beyond simple ads and include multi-channel strategies, customer engagement, personalization, and in some cases, innovative use of technology.  

1. Travelers Insurance – Unfinished Stories (US) 

For this campaign, Travelers used the strategy of humanizing insurance by sharing real-life stories of resilience and recovery, targeting emotionally-driven engagement.  

Channels used 

The media channels that Travelers used include: 

  • video content on YouTube and social media 
  • influencer partnerships 
  • digital ads 
  • email marketing 

Why it’s a 360° approach 

This campaign combines storytelling with influencer amplification and multi-channel distribution, ensuring consistent messaging across owned, earned, and paid media. 

Impact or campaign ROI 

The impact of this insurance marketing campaign boosted Travelers’ brand trust and recall. The company reported increased engagement with the brand on social media platforms and higher lead generation during the campaign’s run.  

To stress the importance of insurance and reminding the public of the dangers of distracted driving, Travelers created this series of “unfinished stories” that were uploaded on YouTube. Watch the news report about this impactful campaign (warning: the story can be heart-rending):  

You can watch the three different stories that constitute this campaign on Travelers’ website, or view the videos in succession here:  

…  » Read More