LEADING USER GENERATED
CONTENT EFFORTS
CLIENT: Root Car Insurance
ROLE: Concept, Copy/script, Video Editing
1. BACKGROUND
The Growth marketing team had seen hints that UGC could be a possible gold mine, but had put it on the back burner with no one to really lead the effort.
2. THE CHALLENGE
Explore the viability of UGC ads across Root’s paid media channels, beginning with Facebook.
Main KPIs: Impressions, CTR, Conversions
3. THE IDEA
Design and run a series of A/B tests around a number of factors such as brand messaging, app features, as well as the characteristics of the content creators themselves (on-screen presence/energy, how well they engaged the camera, level of excitement about the product…).
4. RESULTS
From the testing, 2-3 ads became top performers, bringing in 2-4x more conversions than most of our other Facebook campaign assets at the time.
We also learned a ton about what sort of UGC worked and what fell flat. There were certainly some surprises.
WRITING ROOT INTRO DECKS FOR CONTENT CREATORS
On the production side, I managed a few different agencies who specialized in UGC with rosters of creators to choose from. Once I had picked which content creators we were going to run with, I wrote a “Getting Started With Root” intro deck to help give the creators a little background on the brand, how the app worked, and which talking points I wanted them to cover.
We found the best UGC came from giving just the right amount of topic info while avoiding tons of scripted lines or tech jargon, so that the content creator felt confident talking about the topic but could still inject their own personality without having to worry about tons of memorization.
Here’s a writing sample taken from the deck, explaining how to get a quote with the Root Insurance app.
1. Download the Root app.
2. Make a profile. It just takes a few minutes.
3. Start the Root Test Drive and drive like you normally would for a few weeks.
During this time the app is using the sensors in your smart phone to look at your driving habits, such as how hard you brake or how fast you take turns, so it can build you a fair and personalized quote. With Root, the #1 factor in your quote is how you drive. So the better you drive, the better your quote.
This is also when you can check the Driver Score Card to see your progress and which driving areas could use improvement.
4. Get your quote.
When your Test Drive is over, you’ll get a quote right on your phone. You can either choose to accept the quote or decline it. If you do accept your quote, you’ll be able to customize your policy to fit your needs and get going with Root car insurance.
UGC ADS AND
THEIR TALKING POINTS
DELEESA - SAVINGS, GOOD DRIVING
MATT - PERSONALIZATION, DRIVER SCORE, SAVINGS
ALYSSA - FAIRNESS, APP FEATURES
GARY - EASY, APP COVERAGE FEATURES
MORGAN - EASY, APP COVERAGE FEATURES
THE BROS - GOOD DRIVERS, QUOTE PROCESS IN 3D RENDERS
CREATOR COMBINATION EXPERIMENT FOR YOUTUBE