Overview
State Farm Insurance company looked to Proterra Advertising to help assist them in targeting their specific policy holders in theTexas market. Proterra developed a bilingual direct mail campaign around a character named Maria to directly relate and entice members. This campaign generated an increased response rate by 8% and a significant jump in their Hispanic clientele. They also were rewarded, along with Proterra, a Latino Marketing Award for Best Multicultural Advertising Campaign.
Problem Encountered
State Farm Insurance wanted to implement a bilingual campaign targeted to specific policy holders in their Texas market. They needed a creative partner with direct marketing expertise who could connect with this segment on a cultural level, as well as communicate several additional products State Farm had to offer.
Our Solution
To connect with the bilingual Hispanic audience, Proterra developed a campaign around a character named Maria. Maria's persona would be one of the policyholders could better identify with, and she would also be able to communicate how State Farm was relevant to their lives. We created a direct mail piece with Maria that offered discounts and drove customers to contact their agent for more information.
Results
State Farm saw an 8% response rate and a significant increase in additional lines of business from their Hispanic clientele. In addition to an upswing in business for one of the country's leading insurance company, State Farm and Proterrra won a Latino Marketing Award for Best Multicultural Advertising Campaign.
Related Links
Proterra Advertising
State Farm
