This document outlines a marketing strategy targeted at millennials. It acknowledges that millennials are just getting started financially and want to protect the things they need as well as the things that matter to them. The strategy involves using social media insurance ads with the theme of "The Cool Parent" to show millennials how Progressive can cover both expected and unexpected needs as their lives evolve. Key tactics include paid and organic social posts, TV ads, and Facebook connectivity to educate and insure millennials.

1. THE PROBLEM

2. Consumers know Progressive is there to
cover the things they need. But what about
the things they really need, or the things
they didn’t even know they needed?

3. OBJECTIVES

4. TARGET

5. Us. And by us, we mean millenials. We’re young and
life is simple. We’re just getting on our feet financially,
and we’re ready to start building the perfect life. A lot
is up in the air, but we know there are things we need.
And there are things that matter to us. SO how can we
protect all of this? Well, there’s your answer.
By protecting all of it.

6. 2 SURVEYS 267 RESPONSES

14. STRATEGY

15. THE COOL PARENT

16. THE BIG IDEA.

17. SOCIAL MEDIA
INSURANCE
BY

18. #DontPoke

20. TV

21. PAID & ORGANIC SOCIAL

22. TV

23. PAID & ORGANIC SOCIAL

24. ORGANIC SOCIAL

25. PAID & ORGANIC SOCIAL

26. FACEBOOK CONNECT

29. In the time it took you to skip
this ad, 1.2 million parents
poked someone on
Facebook.
Don’t let this happen to you.

30. PRODUCTION BUDGET

31. MEDIA BUDGET

32. MEDIA BUDGET

33. MEDIA BUDGET

34. MEDIA BUDGET

35. MEDIA TIMELINE

36. MEASURMENT

37. THE FUTURE

38. THANK YOU.