'Progressive' Used Instagram to Market to Young Adults
Mishal Omar — July 19, 2016 — Marketing
References: progressive & nanigans
The social media insurance campaign led by the insurance company 'Progressive' aims to target Millennial audiences.
Although insurance is not always synonymous with young audiences, Progressive decided to promote its services to Millennials. Using the hashtag '#ActYourAge,' the insurance company showed pictures of a young adult in various positions that an infant would be in. The caption on each photo was 'Dump Your Parents' Car Insurance Company.' The social media insurance campaign equated Progressive with independence and freedom, while humorously mocking Millennials who refused to "cut the cord."
By taking an amusing concept and projecting it onto an app that is popular with Millennials, Progressive managed to effectively reach a younger demographic with its latest insurance campaign -- one focused on the relatable theme of independence.
Although insurance is not always synonymous with young audiences, Progressive decided to promote its services to Millennials. Using the hashtag '#ActYourAge,' the insurance company showed pictures of a young adult in various positions that an infant would be in. The caption on each photo was 'Dump Your Parents' Car Insurance Company.' The social media insurance campaign equated Progressive with independence and freedom, while humorously mocking Millennials who refused to "cut the cord."
By taking an amusing concept and projecting it onto an app that is popular with Millennials, Progressive managed to effectively reach a younger demographic with its latest insurance campaign -- one focused on the relatable theme of independence.
Trend Themes
1. Millennial-focused Marketing - Companies are targeting Millennials with marketing campaigns that align with their values and interests.
2. Social Media Advertising - Brands are leveraging social media platforms to reach larger, younger audiences through creative and engaging campaigns.
3. Humorous Brand Messaging - Brands are using humor as a tool to make their messaging relatable and memorable to target audiences.
Industry Implications
1. Insurance - Insurance companies are exploring innovative ways to market their services to young adults and engage them through social media platforms.
2. Advertising - The advertising industry is evolving to include social media platforms as a key channel for reaching and engaging with younger target audiences.
3. Digital Marketing - Digital marketing professionals are incorporating humor and relatable content into their brand messaging to resonate with Millennial consumers.
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