An Ode To Wisconsin Winter Wonders and Woes

rural mututal insurance logo

Designing An Integrated Marketing Campaign 

To reach both current and new Rural Mutual Insurance audiences, STIR developed an interactive 8-week challenge at the start of 2022. Inspired by the NCAA March Madness tournament, an event that has been infused into American culture, the Love It or Leave It Sweepstakes was modeled as a bracket-style game designed especially for Wisconsin residents. 

Each week, participants were encouraged to vote in the bracket competition, pitting Wisconsin winter favorites – such as comfy sweaters, holiday decorations, and fresh snowfalls – and least favorite parts of winter – including drafty homes, cold and flu season, and dangerous driving conditions – against each other.​ 

In addition to partaking in the weekly sweepstakes to win prizes, players were also presented with content that sparked curiosity to learn more about insurance products and various ways to keep their families and belongings safe throughout the winter season. 

Objective 

To engage existing and prospective Rural Mutual customers with relevant content to generate impressions, drive web traffic, and build brand affinity. 

Love It or Leave It Sweepstakes 

Through the thematic, fully integrated marketing campaign, STIR developed valuable, resonant, and compelling content tailored to each channel to effectively attract and retain key target audiences, particularly Wisconsin homeowners and renters who are all too familiar with the pros and cons of wintertime in the Badger State. To successfully capture the attention of Wisconsinites, STIR wrote, designed, and produced a variety of valuable marketing and communication materials. 

  • Campaign landing page 
  • Custom illustrations 
  • Interactive voting bracket 
  • Organic social media assets 
  • Paid social ads 
  • Promotional flyer 
  • Campaign-centric emails 
  • Email newsletter features 
  • Monthly blog posts
  • :15 and :30 radio spots 
  • Corporate email signature 
  • Newswire release 
  • Internal presentation deck for sales team 

Results

4,092

Total Page Views

1,342

Consumer Entries

206

New Email Opt-Ins

94,854

Paid Social Impressions