As the leader of Esurance's Social Media Design Team, I had the valuable opportunity to shape and cultivate our vibrant and ever-present social media presence. By utilizing my expertise and staying abreast of the latest trends and best practices in social media, I directed my team in creating compelling and influential content that resonated with each platform's distinct attributes. Our strategic approach resulted in the establishment of Esurance as a standout brand, generating increased engagement and nurturing a deep connection with our audience in a crowded and fiercely competitive social media landscape.
In 2018, our team embarked on a transformative six-month project aimed at revitalizing our Instagram presence, which had previously been underutilized. Our goal was to showcase the beauty in our seemingly mundane industry and explore the personalized aspects of individuals' homes and automobiles.
We adopted a unique angle that blended DIY, decor, and the art of re-envisioning and upcycling. The new content we created reflected creativity, personality, uniqueness, and inspiration, all while staying true to our brand's focus on homes and automobiles.
To ensure a cohesive and engaging theme, we invited any creatives passionate about crafting to contribute their real-life project photography. We also established partnerships with multiple influencers, which played a crucial role in completely revamping our Instagram presence. As a result of these efforts, our engagement rates experienced a significant increase, breathing new life into our brand on this platform.
Natural photography and genuine content made the homepage stand out from insurance industry competitors.
Content legitimacy and an honest voice fit into the platform’s aspirational feel.
In the dynamic realm of Facebook, I consistently aimed to strike a balance within the team, delivering content that provided relief, valuable information, and a touch of quirkiness. While the industry may often appear monotonous, I relished the challenge of finding distinctive ways to integrate and stand out.
Our brand's fusion of illustration and photography offered the team an abundance of opportunities to customize each post to perfection, aligning seamlessly with our unique voice and tone. This creative flexibility empowered us to craft engaging and tailored content that resonated with our audience on a deeper level.
Revamping Esurance's Pinterest presence involved discarding their outdated template and implementing straightforward Best Practices to establish a fresh and distinctive Brand Visual Voice.
The results were remarkable, with a 27% year-over-year increase in platform traffic throughout 2019. This successful redesign not only revitalized our Pinterest presence but also drove higher engagement and attracted a larger audience to our brand.
