Situation: GEICO needed innovative ideas for a new "It's What You Do" commercial and sought to utilize insights from social media.
Task: Analyze social media listening data to find a concept that resonates with GEICO’s audience.
Action: Identified a strong affinity for R&B music, specifically Boyz II Men, among Twitter users. Proposed integrating this insight into a commercial, leading to the creation of "Bad News Boyz." Additionally, organized a Facebook Live event where Boyz II Men sang user-submitted bad news, directly competing with high-cost live events from competitors.
Result: The Facebook Live event peaked at over 10,000 viewers, later accumulating over 200,000 views within two weeks, with a 75% retention rate. Engaged users were successfully retargeted and incorporated into GEICO’s marketing funnel.
Twitter Moment: https://twitter.com/i/events/879334042633744386