AMFAM Brand Ambassador Platform
PROBLEM - in 2011, acting as American Family Insurance’s (AmFam) agency of record, Zach was approached by senior leadership to present new opportunities to help the brand build awareness within the competitive property and casualty insurance market. AmFam was in the final stages of a brand refresh and were looking for unique opportunities to breakthrough that would differentiate from competitors.
SOLUTION - after careful consideration, Zach recommended the creation of the brand’s first-ever Brand Ambassador platform. AmFam would collaborate with high-profile personalities that fit the brand’s “Dreams” platform and then create bespoke activations to reach and engage with target audiences. Zach designed, negotiated and activated the brand’s above and below the line integrated marketing campaigns featuring iconic sports personalities including Russell Wilson, Kevin Durant, J.J. Watt, Derek Jeter and Christian Yelich.
ROI - since AmFam launched the “Dream Champions” platform in 2012, campaigns drove significant lifts in awareness and consideration across AmFam’s 19 state footprint. Agent engagement with corporate activities increased substantially, driving higher sales against benchmarks.
RUSSELL WILSON
In 2013, AmFam partnered with Super Bowl Champion and 8x Pro-Bowler Russell Wilson. Wilson was an ideal fit for the initial launch of the Brand Ambassador platform given his path to NFL success.
The partnership launched with an integrated brand campaign during the 2014 Super Bowl. That season the Seahawks went on to win the Super Bowl and the campaign garnered 133m+ total impressions and over 1m social media engagements.
In addition, Wilson was integrated into AmFam’s partnership with the Seattle Seahawks, becoming the face of brand activations.
KEVIN DURANT
In 2015, AmFam partnered with NBA MVP Kevin Durant.
AmFam and Durant curated real-life stories and leveraged surprise and delight moments to inspire and support dreamers, both in above and below the line campaigns.
In addition, Durant was integrated into AmFam’s partnerships in high school sports, in particular with those tied to basketball.
J.J. WATT
In 2015, AmFam partnered with Wisconsin native and NFL Defensive MVP J.J. Watt. Like Durant, AmFam and Watt curated real-life stories and leveraged surprise and delight moments to inspire and support the dreams of others.
In addition, Watt was integrated into AmFam’s partnership with the Wisconsin Badgers and those tied to high school football including the U.S. Army All-American Bowl.
DEREK JETER
In 2016, AmFam partnered with 14x MLB All-Star and 5x World Series champion Derek Jeter. Jeter’s brand is organically connected to inspiring and supporting dreamers…both on-the-field.
AmFam and Jeter collaborated in developing below the line digital and social media content and was integrated in above the line campaigns in tandem with Durant and Watt.
Jeter has been organically integrated into AmFam’s partnership with the digital media platform he founded - The Players’ Tribune - and he has participated in the AmFam Championship as one of the members of the event’s celebrity foursome.
CHRISTIAN YELICH
In 2019, AmFam partnered with MLB’s Milwaukee Brewers star and 2018 National League MVP Christian Yelich.
Yelich has been utilized in above and below the line campaigns and is now the face of AmFam’s partnership with the Milwaukee Brewers.
Starting in 2021, AmFam became the new naming rights partner of the Brewers home stadium - American Family Field - and AmFam and Yelich will be collaborating to support the Milwaukee community.