Best Insurance Social Media Campaign

First steps. First cars. First jobs. People everywhere on social are sharing their big firsts, especially a new audience Allstate was looking to connect with: older millennials. This demographic is going through a lot of life stage changes, from first home to first baby, and they turn to social for advice. Fortunately for us, a lot of those moments also just so happen to be big insurance moments.

Allstate ultimately aimed to impact the conversation around firsts in order to help shift perception and improve positive sentiment. We wanted our target audience to feel like we not only understand them, but can also help them conquer firsts with confidence so that during their next big insurance moment, they're more likely to think of Allstate. To do all that, we created Here's to Firsts, a cross-channel social platform that both celebrates firsts and provides tips for achieving them.

Contributors:

Group Creative Director:	Carolyn Connolly
Associate Creative Director:	Ashley Lapin
Associate Creative Director:	Chrissy Loehman
Senior Art Director:	Miles Gilbert
Senior Art Director:	Nathan Trafford
Senior Copywriter:	Traci Clayton
Senior Copywriter:	Laci Mosier
Associate Art Director:	Emily Mitchell
Associate Copywriter:	Josephine Branscomb
Video Director/Editor:	Chris McInroy

T3

Location: USA

About the Agency:

Recognized as a top global innovation agency, T3 helps clients build Useful Brands™. Founded in 1989, T3 is one of the largest independent agencies in the country. T3 supports clients including Allstate, UPS, Capital One, Pizza Hut and Staples from offices in Austin, New York, San Francisco and Atlanta.