Motorcycle Campaign Drives 472% Increase In Engagements

Allstate’s Motorcycle Facebook presence had less-than-desired engagement and reach. They sent out an RFP and we delivered with an ongoing Facebook content series celebrating the unique culture of this passionate group.

In less than six months, we increased their engagement and reach by nearly 500%.

CHALLENGE

Overall Facebook engagement was low for Allstate’s Motorcycle page. Allstate asked us to participate in an RFP for agency of record for the Motorcycle team to showcase a new way to connect to their niche audience on Facebook, their primary social channel.

SOLUTION

Our insights drove an entire campaign based on the idea that all motorcycle riders, from the gear heads and thrill seekers to the commuters and weekend warriors, have a unique culture. And while they may ride for different reasons, they all share the same passion and distinctive dialect.

On a platform where most other insurance companies attempt to lecture or scare riders, we decided to speak their language—literally. We started using authentic storytelling by real riders and backed it up with fun and engaging content that spoke to them using real rider lingo.

SPEAKING THEIR LANGUAGE, IT WORKS

Our Real Rider Lingo concept focused on newly-created vocabulary word play on universal truths every rider has felt and understands, helping communicate that Allstate Motorcycle truly “gets” riders and their lifestyle. The series quickly became a favorite among riders with the content being some of the most engaging posts of the year.

RESULTS

AWARDS

Austin ADDY Awards: Bronze, Allstate’s Motorcycle Real Rider Lingo, Copywriting
AAF 10th District Awards: Bronze, Allstate’s Tragedy Into Triumph Video, Single Entry