The company was founded in 1927. And American Family Insurance felt it’s time to move into the 21st century. They wanted help evolving the brand to be more modern, digital, and relevant. With a message that reflects a broader cultural narrative.
My goal was to position the brand to be more forward facing. To update the classic American Dream and make it relevant for a new generation of dreamer. In less than a year, I helped them redefine messaging, develop a social presence strategy, support it with new tech trends like creating a digital “Dream Life coach" program plus an online film contest with year-round participation through online voting, on-going panel discussions, and consumer-generated content updates to build buzz and marketing momentum. Exhausting, but worth it.