In the competitive world of insurance, standing out is crucial for brokers. A recent guide highlights some of the most effective marketing campaigns in the industry, showcasing how companies have creatively connected with customers and boosted their brand recognition.
The guide, authored by Ramon Berenguer, was released on July 18, 2025. It emphasizes the need for insurance brokers to adopt innovative marketing strategies that capture potential clients’ attention. The guide includes a look at successful campaigns from the U.S. and other countries, illustrating how top insurers have engaged consumers through storytelling, technology, and multi-channel strategies.
One standout campaign is from Travelers Insurance, titled "Unfinished Stories." This initiative aimed to humanize insurance by sharing real-life stories of resilience. The campaign utilized various channels, including video content on YouTube and social media, influencer partnerships, digital ads, and email marketing. By combining storytelling with influencer amplification, Travelers created a cohesive message across different platforms, leading to increased brand trust and engagement.
Another notable campaign came from FWD in the Philippines. This post-pandemic effort encouraged Filipinos to secure insurance policies through emotional storytelling and community outreach. FWD utilized TV, digital video, social media, and influencer marketing to ensure their message reached a wide audience. The campaign has helped solidify FWD’s reputation as a leading life insurance company in the Philippines.
In the UK, ManyPets launched the "Insure Your Happiness" campaign, which highlighted the benefits of pet ownership and the importance of pet insurance. The campaign engaged audiences through TV, podcasts, outdoor billboards, and social media, creating an emotionally resonant experience that boosted brand awareness.
Lemonade, an insurtech company in the U.S., emphasized its AI-powered claims process in its "Insurance that Works Faster" campaign. This innovative approach allows claims to be settled in as little as two to three seconds, enhancing customer experience and satisfaction. The campaign leveraged digital advertising, social media, and customer reviews to promote its message.
Zurich Insurance’s "Protect What Matters" campaign focused on comprehensive coverage for families and businesses, using a mix of traditional and digital media, influencer collaborations, and community events to build trust and emotional connections with consumers.
Lastly, State Farm’s "Jake from State Farm" campaign has become iconic. It integrated multiple channels, including TV, digital video, social media, and community sponsorships, to create a culturally relevant brand experience. The campaign has significantly increased brand awareness and engagement, particularly among younger audiences.
These campaigns demonstrate the importance of a 360-degree marketing approach, where a unified message is delivered across various channels. This strategy maximizes reach, ensures consistent messaging, and ultimately strengthens brand positioning. For insurance brokers looking to refine their marketing efforts, these examples provide valuable insights and inspiration.