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MARKETING TO PROMOTE INCLUSION AWARD
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Liberty Mutual Insurance
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Helping people preserve and protect what they earn, build, own and cherish is core to what we do at Liberty Mutual Insurance. On our social media channels, this often manifests itself in marketing content that focuses on the family and home. Too often branded content across all media, including social media, portrays only one image of “family” and “home life.” Popular media tends to perpetuate the stereotype that all families fit into the middle class, nuclear structure with two biological, heterosexual parents of the same race. At Liberty Mutual, we value diversity and recognize that what makes each of us unique are our backgrounds, personality, life experiences, and beliefs. Knowing that social content is most impactful when it is relatable and resonates with the audience’s actual experiences, we sought to challenge the perception that all families look and behave the same, by creating highly specialized content for a set of diverse, targeted communities.
As a new content approach, we worked to develop several variations of social posts that more narrowly targeted specific communities with content that had deeper contextual relevance to them. On days like “Spouse’s Day” and “Valentine’s Day” we created posts featuring LGBT and Hispanic couples and messaging that reflected their home life more accurately. We then worked with our media team to build specific ad targeting to ensure the most relevant content reached the intended audience. We’ve also incorporated more diversity into our regular social media content by featuring bi-racial couples, LGBT parents and more. We also have worked with our internal Employee Resource Groups to encourage them to share this content and further promote the inclusive culture at Liberty Mutual Insurance.
Through this targeted, personalized approach, we were successful in spreading a message of inclusion and diversity to a broad audience. On just six such posts, we garnered 225,200 impressions and 10,200 engagements. This enthusiasm was echoed through the comments on the posts with statements of encouragement like: “Well done, Liberty Mutual Insurance! Thank you for supporting equality,” and “So thankful Liberty Mutual took a stand on this! Thanks!” Furthermore, our employees internally expressed great excitement and pride over the posts, and our Employee Resource Groups even encouraged their members to share from their personal channels.
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