David Nguyen proposes using social media to market Allstate's renter's insurance. He suggests creating a Facebook app called "Allstate: Friends Helping Friends" that allows users to quickly set up fundraising campaigns for friends in need. The app would utilize social sharing and advertising features to spread awareness of campaigns and encourage donations from friends of friends. This aligns insurance with an inherently social experience to make it more engaging for young customers.

1. David Nguyen
Creative Strategist - Mock Pitch

3. Challenges
1.Insurance companies are
seen as a “necessary evil”
2.Young adults are not
engaged with Allstate

4. Buying insurance is a solitary

5. Buying insurance is a solitary
Purchased once a year
1 through an agent or online

6. Buying insurance is a solitary
Purchased once a year
1 through an agent or online
Conversations about purchasing
insurance are ephemeral and
transactional

7. Solution:
Align Allstate with an inherently social experience to
market Renter’s Insurance

8. San Francisco,
CA
A five-alarm fire was reported
around 12PM, causing $8M in
structural damage to four
buildings. It affected 27 units
and displaced 38 adults and 3
children.

9. San Francisco,
CA
A five-alarm fire was reported
around 12PM, causing $8M in
structural damage to four
buildings. It affected 27 units
and displaced 38 adults and 3
children.

10. I found out through Facebook...
Gregory Green
“

11. I found out through Facebook...
“
There was a huge fire on Thursday that destroyed
some apartment buildings at Golden Gate and Pierce.
My amazing friend Jules Van Wieren (who a lot of you
know) lost her apt and EVERYTHING in it. Literally.
Everything. 3 days before Xmas!
We have set up a blog to help - donations large and
small will be greatly appreciated. Let’s make her Xmas
Gregory Green as bright as we can.

12. As a result, many of my friends
contributed to the PayPal account set up
in Jules’ name. They also created a blog
to help keep the group updated
additional requests.
Friends help

13. As a result, many of my friends
contributed to the PayPal account set up
in Jules’ name. They also created a blog
to help keep the group updated
additional requests.
Friends help

14. Introducing...
Allstate: Friends Helping
Friendstough situation. Our natural instinct is
We all have had an instance where a friend was
caught in a
to help them in a time of need.
Allstate: Friends Helping Friends gives people the
tools to quickly raise money for their loved ones.
Help friends activate Facebook’s social channels to
<insert Allstate spread the word.
mock up of relief
HOW IT WORKS
• Create a Facebook app that allows friends to set
up a PayPal-like account for their friends in need
app> (especially the uninsured).
• Every time someone engages with the app
(comments, likes, donates, etc), a story is created.
• The fund owner can provide updates on his/her
progress through the app to keep the network
engaged
• Can be used for any unfortunate scenario, large
Help Friends help

15. Introducing...
Allstate: Friends Helping
Friendstough situation. Our natural instinct is
We all have had an instance where a friend was
caught in a
to help them in a time of need.
Allstate: Friends Helping Friends gives people the
tools to quickly raise money for their loved ones.
Help friends activate Facebook’s social channels to
<insert Allstate spread the word.
mock up of relief
HOW IT WORKS
• Create a Facebook app that allows friends to set
up a PayPal-like account for their friends in need
app> (especially the uninsured).
• Every time someone engages with the app
(comments, likes, donates, etc), a story is created.
• The fund owner can provide updates on his/her
progress through the app to keep the network
engaged
• Can be used for any unfortunate scenario, large
Help Friends help

16. Create good
so that some of their friends will see it and donate
too
Gregory Green donated to the Jules’ Fire Relief
Fund on Allstate: Friends Helping Friends
Jules’ Fire Relief Fund
We’ve created a relief fund to help
our buddy Jules’ get back on her feet..
Like • Comment • about a minute ago via Allstate
3 people like this.
Jules Van Wieren
OMG thank you, Greg!
Write a comment....

17. Create good
so that some of their friends will see it and donate
too
Gregory Green donated to the Jules’ Fire Relief
Fund on Allstate: Friends Helping Friends
Jules’ Fire Relief Fund
We’ve created a relief fund to help
our buddy Jules’ get back on her feet..
Like • Comment • about a minute ago via Allstate
3 people like this.
Jules Van Wieren
OMG thank you, Greg!
Write a comment....

18. And you can amplify it
so that ALL of their friends see it and donate too
Sponsored Story See All
Gregory Green donated to the
Jules’ Fire Relief Fund on
Allstate
Allstate: Friends
Helping Friends
1 3 • Donate

19. And you can amplify it
so that ALL of their friends see it and donate too
Sponsored Story See All
Gregory Green donated to the
Jules’ Fire Relief Fund on
Allstate
Allstate: Friends
Helping Friends
1 3 • Donate

20. The application will prompt users to
encourage their friends to donate. It can
happen through 1:many channels such
as the News Feed, Ticker and Sponsored
Stories. It can also happen through 1:1
channels such as Requests and even
Messaging.

21. Ticker
Sponsore
d Stories
The application will prompt users to
Sponsored Story See All encourage their friends to donate. It can
Gregory Green donated to the
Jules’ Fire Relief Fund on happen through 1:many channels such
Allstate: Friends Helping Friends
Gregory Green donated to the Jules’ as the News Feed, Ticker and Sponsored
Fire Relief Fund on Allstate
Stories. It can also happen through 1:1
Allstate: Friends
Helping Friends
channels such as Requests and even
Messaging.
1 3 • Donate
News Feed
Gregory Green donated to the Jules’ Fire Relief Fund on
Allstate: Friends Helping Friends
Jules’ Fire Relief Fund
Allstate: Friends We’ve created a relief fund to help
our buddy Jules’ get back on her feet..
Helping Friends
Like • Comment • about a minute ago via Allstate
~130 friends
3 people like this.
Jules Van Wieren
OMG thank you, Greg!
Write a comment....
Social Channels
Includes Requests, Timeline, Bookmarks

22. Creating more good
Use successes as content for Facebook
Page

23. Creating more good
Use successes as content for Facebook
Page
Allstate Insurance
Jules’ friends saved her Christmas. Know anyone else in need?
A Christmas Saved
When a 5-alarm fire ripped through the Western
Addition of SF and destroyed 37 apartments.
Jules’ lost everything.. 3 days before Christmas.
Learn about how her friends used Allstate to get
her back on her feet

24. Other ideas for Allstate
IDEA #2: Allstate Moving Kit
Get settled: Create a moving guide that offers advice, services and discounts on
moving essentials for renters: checklists, change of address forms, hardware
store, home furnishings, cable and internet, local merchants, movers, house
cleaners, and renter’s insurance, etc.
Discover your Neighborhood: Build an app/website that maps the local
neighborhood using the Login & Places API to show what places your friends
have checked into nearby.
Help others move: Offer opportunities to purchase renter’s insurance and use
post-purchase sharing to offer discounts for friends in the News Feed.
IDEA #3: Allstate Wall Posts After Approved Claim
After a claim is approved on Allstate’s website, serve them a Feed Dialog window
that enables them to post feedback to Allstate’s Facebook Wall.