As a “challenger brand,” insurance firm Esurance has relied on a combo of brand awareness\u00a0and performance marketing to grow, says\u00a0Alan Gellman, Chief Marketing Officer at Esurance<\/a>, in an interview with Beet.TV.<\/p>\n

“We leverage traditional media\u00a0with digital. We have a combined strategy of building awareness and focusing on where is the future and how do you get there,” he says, adding that Esurance has relied on both big tentpole opportunities like the Superbowl as well as performance-focused digital ads. Gellman joined Esurance a year ago<\/a>.<\/p>\n

“We are a large spender but we are tiny compared to our competitors. So you have to build a brand and get people to pay attention through entertainment,” he says. As an example, he points to the marketer’s use of\u00a0“Beatrice, The Facebook Lady<\/a>” in a range of its video content. Esurance works with agency partners like Leo Burnett and Starcom. The company has also had success producing\u00a0long-form videos about biking to drive its motorcycle insurance.<\/p>\n

Gellman\u00a0was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015<\/a> event in Austin, Texas. Our coverage is sponsored by Videology. Please find more coverage from the conference here<\/a>.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

As a “challenger brand,” insurance firm Esurance has relied on a combo of brand awareness\u00a0and performance marketing to grow, says\u00a0Alan Gellman, Chief Marketing Officer at Esurance, in an interview with Beet.TV. “We leverage traditional media\u00a0with digital. We have a combined strategy of building awareness and focusing on where is the future and how do you […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5001],"tags":[5031,5032],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/32909"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=32909"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/32909\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=32909"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=32909"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=32909"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}