The Need

This partnership with Amica Insurance stemmed from their desire to improve their social media presence and connect with customers on a deeper level. Recognizing the potential of social media as a platform for education and awareness, their marketing team had launched a Helpfulness campaign that would not only reinforce their brand image but also provide valuable information to the public.

Amica sought to expand its brand awareness as a thought leader in the insurance industry, leveraging social media to showcase its expertise and commitment to their customer’s safety and wellbeing. They also wanted to promote a culture of preparedness among their followers, encouraging individuals and communities to take proactive steps to protect themselves during natural disasters. This required a visually appealing and easily shareable content strategy that could educate and resonate with the target audience.

The Solution

To address these needs, I developed a comprehensive visual asset system that would serve as the backbone of their Helpfulness campaign on social media. The central idea was to create informative and visually engaging content in the form of infographics, accompanied by stills and animated gifs for added interactivity.

Collaborated closely with subject matter experts within the comms team to identify the most critical aspects of natural disaster preparedness, we then distilled this knowledge into a series of educational infographics, covering various topics such as hurricane safety, wildfire prevention, earthquake preparedness, and more.

Sample Assets

Sample Inforgraphic:
The infographics were designed to be visually striking, combining clean typography, vibrant brand colors, and intuitive iconography to ensure easy comprehension. Each infographic was crafted to convey important information concisely while maintaining a visually appealing aesthetic. By breaking down complex concepts into bite-sized, digestible portions, we aimed to empower the audience with knowledge and actionable insights.

Sample Animated Gifs:
To further enhance engagement, we transformed select infographic sections into stand-alone images and lightweight animated gifs. This approach allowed us to leverage the visual appeal of motion graphics while keeping file sizes manageable for seamless sharing across social media platforms. These animated gifs brought the static infographics to life, captivating viewers and increasing the likelihood of sharing and engagement.

Sample Gamification Posts:

The Results

The implementation of the visual asset system for the Helpfulness campaign yielded remarkable results in terms of social media engagement, brand recognition, and overall campaign success.

The visually appealing and informative infographics garnered high levels of social media shares, likes, and comments, indicating active engagement and interest. Users appreciated the clear and concise messaging, as well as the visual appeal of the content, which contributed to the overall success of the campaign.

The animated gifs proved to be a significant driver of engagement. By adding an interactive element to the static infographics, they captured the attention of viewers, increasing the likelihood of sharing and extended reach. The gifs were widely shared across social media platforms, resulting in organic exposure and increased web traffic.

In terms of metrics, the campaign achieved a substantial increase in social media followers and engagement. Over the course of one year, the company experienced a 37% growth in followers, while social media reach expanded by over 50%. Additionally, the infographics, stand-alone panels, and animated gifs collectively garnered over 2 million impressions, reflecting the widespread dissemination of the content and the effectiveness of the visual asset system in capturing the attention and interest of the target audience.