Helping Farmers Insurance find its voice in the social space
Farmers set the Guinness World Record for the most Facebook page likes in 24 hours: 2.8 million. But those likes came as a result of an offer for FarmVille currency. And as Farmers wasn’t sure how to speak to this new audience through social, it wasn’t long before it lost more than 1 million of those likes.
Rauxa was brought in to improve engagement through an analytical approach to social. We dove deep into the category to look at what was and wasn’t working for Farmers and its competitors.
We created a new content and distribution strategy. It was designed to drive a positive relationship between consumers and the brand, as well as customers and individual agents.
And it worked. With tips and posts that were both helpful and entertaining, Facebook users interacted more with the brand. Some of the posts even translated into TV spots.
12X reach and engagement in the first 90 days
68% drop in negative customer sentiment
50% virality improvement