Copper Giants

Our goal was clear: transition Liberty Mutual’s paid social approach on Pinterest from broad reach to precision relevance, engaging users during moments they are already planning and pinning.

Pinterest users seek inspiration for life events—meals, home projects, gifting—often tied to financial considerations. This insight guided our targeting, creator selection, and content creation.

We identified five micro-communities within Pinterest that align with homeowner behaviors and the moments that invoke insurance and financial planning: Entertaining/Food, Baking, Home DIY/Furniture, Sneaker & Apparel Customization, and Personalized Fashion. Instead of a singular creative approach, we developed a multi-creator ecosystem tailored to fit the unique aspects of each community.

Our selected creators included Laleh Mohmedi Kartelaie, who shares engaging food styling for entertaining; Laura Luk, who provides step-by-step cookie recipes; Melissa Arias, known for her home-flipping stories; Cassy Karyshyn, who focuses on sneaker customization; and Cian Halliwell, who showcases denim art. Each creator naturally integrates Liberty’s message of planning and saving in relatable contexts.

The outcome was content that resonated seamlessly within users' feeds, shifting the perception from “insurance ad” to “helpful planning idea.” By strategically pairing creators with targeted interests and optimizing for engagement, we successfully inspired users in key planning moments.

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