PROGRESSIVE INSURANCE

The Human Element

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

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From a Friendly to Agency of Record

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

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A Subculture Strategy

Going against mainstream data, we forged a subculture strategy that deeply understood the lifestyle, tensions, and desires of truckers. We chose to forego traditional commercials in favor of meaningful content. This included driver documentaries, in cab cooking videos, mental health podcasts, financial vlogs, comics, and driver interviews. I even started a brand record label featuring original music by Grammy Award winning and platinum selling artists.

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The response was staggering. Posts commonly earned thousands of positive comments and shares, completely turning around social channels that were previously overwhelmed by complaints and trolls. One of my trucker documentaries was even featured on Good Morning America.

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Experiential Takeovers and Ultimate Validation

We also activated the brand across the largest experiential opportunities in trucking, such as MATS and GATS. We completely transformed the typical trade convention experience into a celebration of drivers, featuring their quotes, photos, and stories told through song and photojournalism. Progressive became the true home for drivers, a place 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. It not only caught the attention of truckers but also caught the eye of the competition, earning a call from GEICO to help them reposition their own trucking product. There is no better compliment to your work than that.

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Content Performance (First 100 Posts)

• 1.3 Million Engagements

• 10 Million Video Views

• 226,000 Likes

• 204,000 Link Clicks

• 52,000 Shares

• 19,000 Comments

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Business Results

• Doubled total policy numbers.

• Achieved the highest number of policies in force in brand history.

• 6% YOY gain, significantly outperforming the category.

• Increased monthly site traffic from 7K to 230K in under 18 months.

• Generated 500K qualified call center calls, leading to 99K quotes and 39K new applications.