Customers are 44% more likely
to recommend Trusted Choice® independent insurance agents than independent
insurance agents without Trusted Choice branding, according to results among
control respondents from the Comscore Brand Survey Lift. Exposed respondents
were 57% more likely to have heard of Trusted Choice independent insurance
agents than the control audience.
The study highlighted that the
Trusted Choice brand name and recognition is strong, providing value to
independent agents. Regarding overall recognition of Trusted Choice independent
agents, there was a 6.2 point lift (17.0% - 10.8%) achieved with a 90%
statistical significance level, exceeding the Comscore benchmark of a 2.4 point
The 2020 Trusted Choice
national advertising campaign drove an impressive brand lift for Trusted Choice
independent agents. From June to October, Trusted Choice launched a multi-media
campaign that reached over 52 million consumers nationwide and drove over 100,000
consumers to TrustedChoice.com.
The multimedia campaign was
targeted toward three main audiences: established families, small business owners
and in-market shoppers.
Airing nationally, this is the
first time that Trusted Choice is advertising via streaming services. With
increased demand, consumers spend more time on Hulu than Sling, Spectrum TV,
DirecTV Now, Pluto, ESPN and Xfinity combined. With 28 million total
subscribers at a median age of 32 and a median income of $92K, Hulu
provides Trusted Choice with precise targeting of an affluent demographic.
The campaign was composed of
various creative elements, including “30 Seconds to Know Insurance,” four
custom spots that aired on CNBC and informed consumers on relevant insurance
needs for both personal and commercial lines:
The “You Do You” campaign ads
aired on Hulu, YouTube, Facebook and Instagram. The campaign featured Trusted
Choice independent agents as the hero coming to the rescue for the everyday
consumer juggling a busy life and the insurance needs that come with it. Two
30-second spots, one for personal lines
and one for commercial lines, as well as 15-second and 6-second spots for social
and digital use, were produced and optimized across the channels. These
campaigns are also available for local member customization and local tagging.
The campaign will continue to
expand in 2021. To learn more, contact Kasey
Connors, Trusted Choice vice president of marketing operations.