This campaign appeared in the United States, where brands are increasingly turning toward branded entertainment as a means to connect and build ongoing emotional touchpoints with consumers. More specifically, this work appeared on various digital channels owned by Liberty Mutual Insurance (microsite, Facebook page, YouTube channel, Twitter page). With a broadcast campaign in-market during the 2014 Olympic Games, we developed 10 films as a digital experience, allowing our audience to deepen their connection with specific Team USA hopefuls, and the Liberty brand. The primary restrictions these digital pieces of content – as well as the overarching RISE campaign – encountered was in ensuring compliance with the United States Olympic Committee (USOC). As an official partner of Team USA for the 2014 Winter Olympics, we had to send all pieces of Olympics-related content through the USOC for approval to ensure proper adherence to their guidelines, terms, and restrictions.

These 10 athlete videos were the culmination of a fully integrated campaign, marrying emotionally resonant broadcast spots with a digital strategy of deepening the connection between Liberty Mutual and the power of comebacks. These videos lived within a broader ecosystem of RISE-related content and were distributed via channels and tactics including: "athlete takeover" weeks on LM social channels (Twitter, Facebook, Instagram), rich banner displays leading to the films on our RISE microsite, :15- and :30-second pre-roll clips, native content partnerships with publishers including BuzzFeed, earned media opportunities and distribution through the athletes' own social channels.

After seeding the RISE messaging in the digital space for several months leading up to the Games, unaided awareness had increased by nearly 11% by the first week of the Games. Cumulatively, our audience has voluntarily spent an average of 6.3 minutes total watching these videos, and our films have proven to provide tremendous fuel within social channels. On Facebook, posts featuring the videos generated 2.6m video views alone, and overall engagement on the Liberty Mutual Facebook page is now 41% higher than the industry average.

These videos, as well as the broader RISE integrated campaign, have tapped into powerful emotional territory by aligning Liberty’s values and role in helping people get back on their feet with the deeply personal and moving stories of Olympic athletes. Quantitative results aside, the unprecedented volume of positive sentiment that has greeted these videos on the Liberty Mutual Facebook page—a space usually riddled with complaints and unbridled negativity—has also anecdotally shown revealed the anecdotal impact that they’ve it’s had on our audience. It truly brings to life the idea that with every setback, there’s a chance to come back and RISE.