Farmers Insurance
Learn From Experience Content Marketing Platform
Let’s be honest: insurance doesn’t get most people excited.
We’re changing that narrative.
In 2015, the Farmers Content Marketing team approached us to develop a high-impact, top-of-the-funnel plan aligned with the brand’s pillars: Proactive, Straightforward and Personalized Knowledge. We developed a strategy and editorial calendar, market-tested the idea, then kicked off Learn From Experience, a brand-new, consumer-focused, traffic-driving B2C digital content marketing platform. It worked. We drove noteworthy* website traffic and brand consideration with engaging, compelling content; our content helped grow consumer trust and confidence in Farmers as an authority in smart.
* If that sounds vague, it should. For contractual reasons, we keep our lips zipped about the proprietary details. Let’s just say this: the right people noticed, we’re eight years in and still at it.
In 2019, Learn From Experience picked up Digiday's Best Branded Content Site (B2C) award. In their words:
"Farmers knows that shopping for insurance is a dreaded experience, often made worse by the tone taken in insurance ads [a 5 billion dollar vertical in which they are ninth in spend]. In order to combat lean TV spend, the almost 100-year-old company dreamed up Learn From Experience, which is a premium, magazine quality content experience designed specifically with college-educated homeowners in mind — those who are willing to pay more for a product they can trust.
With the help of a robust media plan, the campaign drove millions of engaged click-throughs to the site and played a direct role in thousands of insurance quotes." —Digiday Content Marketing Awards
We’re changing that narrative.
In 2015, the Farmers Content Marketing team approached us to develop a high-impact, top-of-the-funnel plan aligned with the brand’s pillars: Proactive, Straightforward and Personalized Knowledge. We developed a strategy and editorial calendar, market-tested the idea, then kicked off Learn From Experience, a brand-new, consumer-focused, traffic-driving B2C digital content marketing platform. It worked. We drove noteworthy* website traffic and brand consideration with engaging, compelling content; our content helped grow consumer trust and confidence in Farmers as an authority in smart.
* If that sounds vague, it should. For contractual reasons, we keep our lips zipped about the proprietary details. Let’s just say this: the right people noticed, we’re eight years in and still at it.
In 2019, Learn From Experience picked up Digiday's Best Branded Content Site (B2C) award. In their words:
"Farmers knows that shopping for insurance is a dreaded experience, often made worse by the tone taken in insurance ads [a 5 billion dollar vertical in which they are ninth in spend]. In order to combat lean TV spend, the almost 100-year-old company dreamed up Learn From Experience, which is a premium, magazine quality content experience designed specifically with college-educated homeowners in mind — those who are willing to pay more for a product they can trust.
With the help of a robust media plan, the campaign drove millions of engaged click-throughs to the site and played a direct role in thousands of insurance quotes." —Digiday Content Marketing Awards
Through our network of creatives, we continue to manage and produce long-form journalistic service features and SEO content to support their mission of helping people “plan and prepare to protect what matters most.” Today, we’re focused on driving conversions through savvy SEO articles written for humans (and, okay, also algorithms) and building on the Learn from Experience archive with the same approach: smart, relatable, and most importantly readable branded features.
Through our network of creatives, we continue to manage and produce long-form journalistic service features and SEO content to support their mission of helping people “plan and prepare to protect what matters most.” Today, we’re focused on driving conversions through savvy SEO articles written for humans (and, okay, also algorithms) and building on the Learn from Experience archive with the same approach: smart, relatable, and most importantly readable branded features.
We don’t write about insurance. We tell harrowing Real Stories and how-to, what-for Plan & Prep guides about natural disaster recovery, home renovation, small business wins and fails, #VanLife — even heart-string-pullers like the one about a sweet retiree who spends his days finding lost wedding rings. All from the POV of the pros and people who know a thing or two, because they’ve seen a thing or two. It’s not what you’d expect from an insurance company, and that’s the point.
We don’t write about insurance. We tell harrowing Real Stories and how-to, what-for Plan & Prep guides about natural disaster recovery, home renovation, small business wins and fails, #VanLife — even heart-string-pullers like the one about a sweet retiree who spends his days finding lost wedding rings. All from the POV of the pros and people who know a thing or two, because they’ve seen a thing or two. It’s not what you’d expect from an insurance company, and that’s the point.
Featured Stories
Featured Stories
2019 Digiday Best Branded Content Site - B2C
2019 Digiday Best Branded Content Site - B2C
What The Client Says
When asked to develop creative marketing for a Fortune 500 financial services firm, most agencies go the easy route — traditional, transactional, and (let's say it) boring.
But when Crush Editorial kicked off with us, the digital marketing team felt a breath of fresh air. Here was a firm whose creative approach was consumer-focused, not tradition-focused. In my change-resistant organization, they built a compelling business case for journalistic content marketing, showing us its potential to build consideration and ultimately drive to purchase. Within six months of launch, we'd won two advertising industry awards.
Now into our eighth year with Crush, we're utilizing their network of designers, illustrators, photographers, copywriters, technologists, and more. Their flawless execution and end-to-end ownership mindset keep us coming back and expanding scope.
And the most important part — business results. In studies with our research agencies, content marketing has shown to be the single most effective driver of consideration; another campaign had the highest conversion rate on our site — even topping traditional lead-gen landing pages. Doing the math on the business that's generated — our relationship with Crush is ROI-positive, and then some.
Beth Mayall-Traglia
Senior Director of Marketing
Farmers Insurance
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