Copper Giants

Our mission was to help Liberty Mutual shift its paid social strategy from a broad, audience to a more selective, targeted audience by meeting them at their interests on Pinterest. Pinterest enthusiasts are always on the hunt to find inspiration for various life moments and niche things they’re interested in, which often leads to the need to dial in their financial planning. That means saving money, which for folks in the insurance business, is something that comes up often. But the Pinterest world can be unwieldly and distractingly infinite, so we identified specific popular interests that were particularly relevant to the homeowner audience: Home Décor, Entertaining, Fashion, etc.

We looked at each category, finding small, specific, relevant ways to bring our brand to life while seamlessly integrating into all the surrounding Pins. Yes, we made ads. But we made ads that blended into the environment, acting almost like little Easter Egg moments, that emphasize customization and savings, but didn’t stick out like a sore thumb and interrupt their scroll session.

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