A campaign built from the ground up.

Builders Insurance, an Atlanta-based commercial insurance provider, came to us this year with a huge goal. They wanted to launch a multifaceted campaign that would help them become a more recognizable name and a brand of choice for those in need of workers’ compensation insurance.

Carefully constructed tactics.

To start, we developed an overarching concept for the campaign: Built for those who build.

Campaign photography featured construction workers and contractors out at their jobsites. This imagery, paired with simple headlines, made our messaging clear: Builders Insurance offers workers’ compensation coverage designed to protect the dedicated workers who build the foundations necessary for communities to thrive.

We extended this concept across billboards, print ads, streaming video, and radio to generate (and expand) brand awareness in Georgia, Tennessee, and Arizona.

After we established the awareness portion of the campaign, we broke ground on our lead gen tactics.

This portion of the campaign included digital tactics like paid search and native display ads to capture in-market users, which would direct users to dedicated landing pages. We also leveraged gated content in our LinkedIn ads, both to capture potential policyholder leads who aren’t up for policy renewal just yet and measure the performance of the campaign.

When you put the awareness and lead gen tactics together, you get a full-funnel approach that introduces Builders to new audiences, then allows them to show up in strategic ways for construction business owners and contractors who could be considering a new workers’ compensation coverage provider.

Building fully integrated, full-funnel strategies from the ground up is where we thrive. This campaign allowed us to blend our strategic and creative expertise in a way that delivered real results for our client.