CAPTURING A NEW CATEGORY.
Church Mutual Insurance Company’s core market, houses of worship, was shrinking. To continue growing their business, they needed to further expand their 125-year-old religious-focused brand into non-religious markets. The nonprofit and human services segment was a natural fit because, like churches, these mission-driven organizations benefit from a specialty insurance provider that better understands the special work they do. But many food banks, daycares and other organizations in this category had never heard of Church Mutual.
These are emotion-driven decision-makers, so we leaned into the emotional side of the brand.
USING EMOTION TO DRIVE ENGAGEMENT.
To attract the attention of this passion-led market segment, we centered the campaign around something scarcely found in commercial insurance marketing – emotion. Church Mutual is a purpose-driven insurance company that truly believes in the missions of the purpose-driven organizations they serve. So we sought out real organizations and showed the real caring connections Church Mutual has with its customers.
Because many nonprofits are also church-affiliated, we had to carefully ensure our work in this new market still connected positively to the brand’s core religious segment.
