leading user generated content efforts
Client
Root Insurance
Paid media ads - video
Facebook, Instagram
Services
Concept / Scripts
Producing
Video Editing
Summary:
I produced a series of ugc videos, helping root bring in 2-4x more facebook conversions from previous campaign assets.
01 - Background and Strategy
The Growth marketing team had seen hints that UGC could be a possible untapped gold mine for content, but had put it on the back burner with no one to really lead the effort.
I took up the reigns and produced a series of A/B tests around a number of factors such as brand messaging and app features, delivered by a variety of content creators.
Our main KPIs were impressions, ctr, and conversions.
02 - writing a deck for the content creators
On the production side, I managed a few different agencies who specialized in UGC with rosters of creators to choose from. Once I had picked which content creators we were going to run with, I wrote a “Getting Started With Root” intro deck to help give a little background on the brand, how the app worked, and which talking points I wanted them to cover.
We found the best UGC came from giving just the right amount of topic info while avoiding tons of scripted lines or tech jargon. THis gave the content creator enough info to confidently talk about specific features or processes we wanted to highlight, while still allowing them to inject their own personality and avoid tons of memorization.
Here’s a writing sample taken from the deck, explaining how to get a quote with the Root Insurance app. Underlined text were the main points we wanted the creator to really try and say word for word, while the rest acted as a guide for them to build their delivery around.
1. Download the Root app.
2. Make a profile. It just takes a few minutes.
3. Start the Root Test Drive and drive like you normally would for a few weeks.
During this time the app is using the sensors in your smart phone to look at your driving habits, such as how hard you brake or how fast you take turns, so it can build you a fair and personalized quote. With Root, the #1 factor in your quote is how you drive. So the better you drive, the better your quote.
This is also when you can check the Driver Score Card to see your progress and which driving areas could use improvement.
4. Get your quote.
When your Test Drive is over, you’ll get a quote right on your phone. You can either choose to accept the quote or decline it. If you do accept your quote, you’ll be able to customize your policy to fit your needs and get going with Root car insurance.
03 - REsults
2-4x more conversions
We ended up testing between 8-12 different videos and from those, 2-3 of them ended up becoming monster performers, ultimately becoming staples in our Facebook campaigns.
On top of the performance, we also learned a lot about what worked and what fell flat, helping guide future UGC decisions and planning.
Deleesa - Savings, Good Driving
Gary - Easy, app coverage features
Alyssa - Fairness, App Features
Matt - Personalization, Driver Score, Savings
Morgan - Easy, App Coverage Features
The Driving Bros - Good Driving, quote process in 3d
Creator combo - youtube experiment ad