Liberty In Your Home

If there’s one buzzword that needs to be shot into the sun, it’s the term “thumb-stopping.” Now, we’d never use that word to describe the brief for Liberty In Your Home, BUT, that was technically our objective and we did just that on Pinterest.



Our objective was to help Liberty shift its paid social strategy from a broad, buckshot audience to a more targeted and curated audience of people focused on homes, home ownership, and interior design. So, logic dictated that if we’re talking to people who make custom pillows, design every inch of their living space, and take a more handmade approach to their domicile décor, then we should do the same with our messaging.



Our work was conceived to increase brand awareness, expand our social reach, and boost the number of completed quotes through full-funnel campaigns.



Pinterest enthusiasts are on the hunt to find inspiration for various life moments and niche things they’re interested in, which often leads to the need to dial in their financial planning. That means saving money, which for folks in the insurance business, is something that comes up often.



Since Pinterest users generally engage quite early in their decision-making journey, Liberty Mutual had an opportunity to capitalize on these moments to build brand awareness and add a bit more relevance to an otherwise dormant space.



We identified specific interests that were particularly relevant to the homeowner audience. We dove deep into each category, finding small, specific, ways to bring our brand to life while seamlessly integrating into all the surrounding Pins. We made ads that blended into the inspo environment, emphasizing customization and savings, but didn’t stick out like a sore thumb and interrupt their scroll session.

Within 2 months of launching the campaign, we drove the following:

- Achieved 193.6M impressions on Pinterest

- Total reach of 10.07M

- Brand awareness lifted by 4.7% on Pinterest

- Brand association rose by 1.7%

- Unique quote completions increased by 1.89%