RESTAURANT COACHING & CONSULTING
  • Home
  • About
  • Learn
  • Blog
  • My Business Book
  • Contact
  • My Forbes.com article
  • Be a guest on my Podcast
  • $100K Food Cost Formula

Progressive teams with Facebook for new marketing campaign

2/15/2017

0 Comments

 
By Timothy Magaw
Picture
As Progressive Corp. was sizing up how to best use Facebook to reach potential customers, its marketing team figured it would go directly to the social media giant to find out how to best embrace the platform. The results of the collaboration is a new campaign that launches this week and involves short and relatively non-invasive spots starring Progressive's iconic pitchwoman Flo designed specifically for the social media platform.
At the onset of the project, the Mayfield Village-based insurer discovered, perhaps surprisingly, that it was the first company to reach out directly to Facebook for insight on what sort of content works best. Facebook's internal agency and Progressive's internal agency, 96 Octane, worked together to shoot the spots. In its work with Facebook, Progressive gleaned that most brands simply repurpose television spots and post them on the platform — a practice that overlooks how people experience and interact with content in their feeds.
The idea, Progressive chief marketing officer Jeff Charney said, was to "crack the code."
"A lot of marketers are so proud of their art, but they don't know the science," Charney said in a recent interview with Crain's. "(Facebook) knows the science backwards and forward, upward and down. It's not the thing I find most creative, but it works on their model."
The new spots, for example, are all filmed with a vertical orientation, which Facebook has said its users tend to prefer. Marketing Land reported last August, for instance, that Facebook started favoring the vertical orientation, which had been largely popularized by Snapchat — an update that applied to videos, ads and live broadcasts.
One of the Progressive spots, for example, mimics Facebook's live video vibe with floating emoticons. Another has Flo (portrayed by improv comic Stephanie Courtney) donning a fortune teller costume. The spots are not Progressive's most imaginative and done so by design. The idea is to simply grab users' attention within a few seconds, not necessarily tell a story with its rotating cast of characters.
"You're fighting for eyeballs," Charney said.
Facebook, meanwhile, is still by far the most popular social media platform, and its dominance shows no signs of slowing. According to a November 2016 report from the Pew Research Center, about 79% of Americans use Facebook — more than double the portion that uses Twitter (24%), Pinterest (31%), Instagram (32%) or LinkedIn (29%).
As for TV ...And although Progressive is blazing new trails in digital, it hasn't abandoned television, although it typically sits on the sidelines during TV's biggest stage.
Progressive's "Social Etiquette" spot, which premieres Feb. 20 on national television, stresses the concept of waiting one's turn — or, as Charney sees it, waiting for the dust to settle after the Super Bowl. The spot — a sequel to Progressive's "Black and White" spot — stars Flo being interrupted for talking finances, eating and, well, being a woman. The ad also channels the charged atmosphere in which we're living, Charney said, and explores the concept of waiting one's turn even you're being treated unfairly.
"Just like Flo in that ad, she's listening, waiting for the right time to speak," Charney said. "That's how we are as marketers. We're not going to outspend anybody. We're going to out-create them."
Here's the spot, which premiered on social media shortly after the Super Bowl:
Source:​http://www.crainscleveland.com/article/20170213/NEWS/170219941/progressive-teams-with-facebook-for-new-marketing-campaign
0 Comments



Leave a Reply.

    Picture
    Restaurant Marketing Blogs

    Marcus Guiliano

    Catch up on my current posts along with industry articles

    Archives

    March 2020
    February 2020
    January 2020
    December 2019
    November 2019
    October 2019
    September 2019
    August 2019
    July 2019
    June 2019
    May 2019
    April 2019
    March 2019
    February 2019
    January 2019
    December 2018
    November 2018
    October 2018
    September 2018
    August 2018
    July 2018
    June 2018
    May 2018
    April 2018
    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    June 2017
    May 2017
    April 2017
    March 2017
    February 2017
    January 2017
    December 2016
    November 2016
    October 2016
    September 2016
    August 2016
    July 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015

    Categories

    All

    RSS Feed

Marcus Guiliano Productions LTD
PO Box 731
Ellenville NY 12428
​(845) 647-3000

www.MarcusGuiliano.com
Disclaimer
This site is not a part of the Facebook website or Facebook Inc. Additionally, This site is  
NOT endorsed by Facebook in any way. FACEBOOK is a trademark of FACEBOOK, Inc.

DISCLAIMER: The sales figures stated above are my personal sales figures. Please understand my results are not typical, I’m not implying you’ll duplicate them (or do anything for that matter). I have the benefit of practicing direct response marketing and advertising since 2009, and have an established following as a result. The average person who buys any "how to" information gets little to no results. I’m using these references for example purposes only. Your results will vary and depend on many factors …including but not limited to your background, experience, and work ethic. All business entails risk as well as massive and consistent effort and action. If you're not willing to accept that, please DO NOT GET OUR INFORMATION. ​
  • Home
  • About
  • Learn
  • Blog
  • My Business Book
  • Contact
  • My Forbes.com article
  • Be a guest on my Podcast
  • $100K Food Cost Formula