The campaign launched in early 2020 with radio spots and ads on Facebook, Instagram, Twitter and Google. We also built many insurance broker assets they could use to co-promote the initiative in their communities and brokerages, as it is insurance brokers, and not Red River Mutual directly, who sells their products to the public.
A month into the campaign, the global COVID-19 pandemic hit. Because some of the messaging was centred around sprucing up gathering spaces during a time when gatherings were prohibited, we quickly reworked some of the messaging and had to remove the promise to commit volunteer hours to the final projects.
The campaign was a big success, proving that their promise to protect the places where people connect, laugh, learn and share – even during the height of the pandemic shutdown – connected.
During the three-and-a-half-month campaign, the video garnered 5.8 million impressions across all platforms and resulted in over 150 community “spruce up” submissions. In August, Red River Mutual announced 10 winning submissions – that would now split a $150,000 prize pool, thanks to the campaign’s overwhelming response.