Full campaign — report, web page, press, blogs, & emails
A data-driven first annual report of distracted driving in 2018.
Challenge
Distracted driving is one of the most unsafe driving behaviors that nearly everyone (>80%) admits to engaging in. Driving safety is a core pillar for Root, and we wanted to gain press attention during April’s National Distracted Driving Month buzz by reinforcing our commitment to making roads safer.
Solution
In honor of National Distracted Driving Awareness Month, Root Insurance created a campaign that shifts the traditional conversation of distracted driving by branding focused driving. Through an illustrative approach to visualizing first-of-its-kind distracted driving data from the Root app, this campaign celebrates the people and places who are committed to driving safety and invites positive change to others by exploring the visual story data can tell.
The release of proprietary data was meant to build Root’s reputation as a leader in the driving safety discussion. The press was the main audience for this campaign. Current customers were secondary.
Campaign results
34 million media impressions
More than 1 billion social impressions
28,000 web sessions (driven by email, media, and social amplification) within the month of April 2019
How I helped
From concepting to completion, I led strategy and execution of this campaign, with the help of my design partner and marketing team. I was the sole writer and worked cross-functionally to gather data, interpret it, and translate it to relatable, relevant data bites for the press and our customers. In addition to the 30-page report, I created the landing page, emails, and 5 blogs.
This work was not done alone. Thank you to my collaborators—designers, project managers, scrum masters, supervisors, and everyone else—for your talent, guidance, and hearts. I appreciate you.