American Family Insurance enlisted athletes J.J. Watt and Kevin Durant as brand ambassadors to connect with customers and fans. However, they needed data to understand how to best engage fans and showcase the athletes. Networked Insights analyzed social media data around the athletes and found fans engaged most when they showed support for others. This insight guided American Family Insurance's creative strategy, media placements, and goal to position itself as championing customers' dreams. Networked Insights continues measuring the effectiveness of the insurer's campaigns featuring athletes.

1. All-Star Campaign Helps American Family
Insurance Connect with Dreamers.
The Challenge
American Family Insurance believes that a
dream is the most important thing anyone
can ever own. So, they built their marketing
around “dreamers” and enlisted all-stars J.J.
Watt and Kevin Durant as brand ambassadors
who inspire fans to follow their own dreams.
But how to best engage fans and use these
stars to show that American Family Insurance
champions the dreams of its customers?
American Family Insurance needed data-
driven, audience-centric insights to guide their
strategy and help them reach dreamers.
Website
amfam.com
Industry
Insurance
Networked Insights gave us a deep understanding of how people engage
with Kevin Durant and J. J. Watt, going into creative development so that
we could build the strongest possible content and make smart media
investments.”
Telisa Yancy, CMO American Family Insurance
“
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With a clear view of how
fans engage with its brand
ambassadors from social
data, insurer builds its
connection with dreamers.

2. This insight became a guiding point to creative
development across media channels.
The Bottom Line
As American Family Insurance enlisted new sports
stars for a new campaign, they needed to ensure
these brand ambassadors would connect with
their opportunity audience and motivate them to
dream and go after those dreams fearlessly.
Social data gave American Family Insurance
confidence in how to highlight J.J. Watt and Kevin
Durant and where to place its media investments
to most effectively engage with fans.
Now, Networked Insights is continually measuring
American Family Insurance’s share of voice with
athletes and compares results to other brands
to track effectiveness at breaking through in a
meaningful way.
The INSIGHTS
As American Family Insurance’s data agency,
Networked Insights provides deep insights to
inform their ongoing brand ambassador program
– which has featured stars from Jennifer Hudson
to Russell Wilson who inspire people to follow
their dreams. But at this point in the program,
with new ambassadors Watt and Durant on deck,
the brand needed to understand how to best
engage with these two athletes’ fans and how
to move messaging from inspiring dreamers to
being a champion of dreams.
Networked Insights dug into social conversation
and engagement taking place around J. J. Watt
and Kevin Durant and discovered that while
each athlete’s fanbase has unique qualities, both
sets engaged with them most when they were
showing support for others, and considered
them genuine in the role of showing support
for others.
Top Line Results
American Family Insurance launched
a new campaign with two new brand
ambassadors. Networked Insights
provided the data-driven, audience-
centric insights to guide how to best
engage with the athletes’ fans and find
a creative path to being a champion of
dreams.
Audience insights extended to:
• Creative Strategy
• Comparative Fan Engagement
• Optimization Across Media
• Share of Voice
To learn more or to schedule a demo
Contact us:
(646) 545-3900
hello@networkedinsights.com
networkedinsights.com
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Watch the TV spot here.