GEICO aims to increase young adult customers aged 18-25 by promoting their affordable auto insurance policies online and through social media. Their $300,000 digital marketing budget will be used to engage target audiences on GEICO's website and social platforms through humorous ads, and monitor the rise in insurance policies purchased and website traffic. The goal is to prove GEICO provides better rates for new drivers and young car owners than competitors.

1. Meaghan Hunt

2. Background
• 1936 - GEICO is
established by Leo
and Lillian Goodwin
• GEICO is a company
that markets car
insurance
• Today-GEICO's
assets have reached
$28 billion

3. Goal
• A percent increase in the amount of
young drivers who choose GEICO as
their insurance company
• Increase online viewing of
www.GEICO.com
• Increase interaction on social media
sites

4. Target Audience
• Young adult 18-25 years old
• New car owners looking for insurance
• Internet users

5. Target Audience
Barriers:
• Lack of knowledge- target audience might
not have enough knowledge about car
insurance rates/plans
Competition:
•Influences from other car insurance
companies

6. KPI
• Engage with customers
• Receive feedback
• Monitoring:
– the increase in insurance policies
– websites and the number of
hits/views
– rise in hits on search engine

7. Big Idea
• Prove that GEICO
has better insurance
policies for young
adults
• Create social media
sites to keep in
contact
• Creative thread:
GEICO’s humorous
ads targeting the
audience

8. Budget
• Current budget: $ 1 billion
• At least $300,000 towards digital
advertising

9. References
• http://www.geico.com/about/corporate/history/
• www.geico.com
• http://www.mediapost.com/publications/article/