Northbrook, IL
Allstate "Mayhem"
Allstate's "Mayhem is Everywhere" campaign was born with three objectives:
- Deposition the low-price insurance competition
- Disrupt what young people think about Allstate
- Make the Allstate brand relevant and contemporary
The Mayhem character highlights vulnerability. He represents everything that could go wrong if you bought your insurance based solely on price or popularity. He's the reason you need Allstate.
I worked on Mayhem for its critical first year, when the digital dexterity of this campaign embedded the character in pop culture as an entertainment property.
- Allstate's blog, site forum, and Twitter volume all increased in the first six weeks of the campaign, compared to previous year.
- 60% of Allstate conversation was around Mayhem in the first three months of the campaign, and increased to 68% in the second three months.
- Mayhem was Allstate's main attraction on YouTube. The campaign generated millions of views and pushed Allstate to the second-most-viewed brand in insurance, second only to GEICO (who'd been collecting YouTube views for six years longer).
- Mayhem's Facebook Page launched in October 2010 and added 300-500 new fans daily, reaching 1,000 new fans per day some weeks).
- Award-winning rich media and interactive video helped strike a balance between Mayhem starting or participating in conversations and pushing a message.
- Filmed narratives and social engagement made the Mayhem character real, authentic, and entertaining — and careful exposure maintained his longevity.
- Most importantly, Mayhem contributed to a significant increase in Allstate insurance quotes in 2010 (and beyond).
Early industry recognition helped ensure the campaign would be around for years to come.
- EFFIE Winner, Insurance Category
- Andy Awards, 2x Winner, Mixed/Multiple Media Category (2011, 2012)
- Cannes Lions 2011: Mayhem featured in launch of Facebook Comment Ad format
RESPONSIBILITIES:
- Digital Strategy
- Participation Strategy
