Category: Titanium and Integrated
Advertiser: PROGRESSIVE
Product/Service: INSURANCE
Agency: ARNOLD WORLDWIDE
Chief Creative Officer: Pete Favat (Arnold Worldwide)
Group Creative Director: David Register (Arnold Worldwide)
Creative Director: Steve Caputo (Arnold Worldwide)
Associate Creative Director: Ross Maupin (Arnold Worldwide)
Art Director: Lindsey King (Arnold Worldwide)
Copywriter: Lynn Bossange (Arnold Worldwide)
Producer: Lisa Sulda (Arnold Worldwide)
Producer: Amanda Traversi (Arnold Worldwide)
Media placement: Website - Flo's Facebook page - October 2011
Media placement: Digital banners - Progressive webpage - October 2011
Media placement: Digital banners - Amazon.com - October 2011
Describe the campaign/entry
Our Progressive 'Flo' icon has over 3m fans on Facebook, a dedicated following on Twitter, and she’s well known for her hair and apron. To increase existing fan engagement and get new fans, we launched a month-long social media campaign called Dress Like Flo.
Describe how the campaign/entry was launched across each channel in the order of implementation
We mobilised Flo's existing fans and partnered with a well-loved YouTube celebrity to acquire a crop of new fans and promote Flo as the Halloween costume of 2011 by launching a month long social media campaign.
Give some idea of how successful this campaign/entry was with both client and consumer
This campaign began with the goal of getting as many people as we could to dress like Flo for Halloween. After this campaign launched, the how to 'Dress Like Flo' video became the #1 spot in the how-to category. The Flo costume was also the Top Halloween Costume of 2011 on Amazon.com. The client was very happy.