YouGov and Nationwide build brand trust with storytelling

Nationwide uses its “Nationwide is on your side” jingle to great effect in advertising. Nationwide ran a campaign from August to December of 2018, as part of their larger “Jingle Sessions” campaign, with three major themes: introduce Brad Paisley and Peyton Manning as campaign spokesmen, increase awareness of Nationwide’s life insurance policies, and urge people to bundle their home and auto insurance.

YouGov’s Plan and Track solution shows how the campaign resonated among Americans, particularly 25 to 44-year-olds, who were the most likely to be in market for a new insurance policy. It also allowed Nationwide to get a full understanding of how this audience stands out from the general population and better gauge their consumer preferences.

Americans aged 25 to 44- year-old and in the market for insurance tend to be more receptive to advertising. This group also holds favorable views of Brad Paisley (59% had a positive opinion) and Peyton Manning (60% had a positive opinion).

After identifying the audience and understanding who they are, Nationwide had to pinpoint the channels in which they could maximize social engagement with the brand, such as Instagram, Twitter, and Snapchat.

Data from YouGov BrandIndex shows that during the months Nationwide ran the campaign, Nationwide saw an uptick in Awareness and Ad Awareness among consumers in market for insurance.

Nationwide understood that storytelling builds trust between brands and consumers. It also creates engagement and impacts brand health. The Jingle Sessions spurred success across a number of measures, including reaching 177 million consumers, getting 500,000 engagements on social media, and garnering 13 million views. Nationwide even boasted a higher Buzz score, a measure of net sentiment regarding the conversations around a brand, than the rest of the home and auto insurance sector during most of the campaign.

About Nationwide:

Nationwide is an insurance and financial services provider. Nationwide offers property and casualty, life insurance, banking, retirement, and investment services. They believe their focus on customers and valuing people has helped Nationwide become one of the largest insurance and financial services companies in the world.

Solution delivered by: Plan and Track