Nitsche Insurance Group Wins a New Audience
Nitsche Insurance Group had been a trusted name in the insurance industry for decades, with a strong presence among their existing customer base (ages 40-80). However, with exponential growth on the horizon, they recognized the need to rebrand and adapt to stay relevant to the 18-35 age demographic—a group with different expectations, values, and communication preferences.
Their current approach was not resonating with younger audiences, and they needed an authentic, engaging way to connect with this next generation of customers.
Solution:
To address these challenges, I designed a content strategy focused on creating long-form video content that would appeal directly to younger generations. The process involved:
Target Audience Segmentation: I identified three key life stages within the 18-35 age range that would be actively shopping for insurance:
18-early 20s: Young adults just beginning their financial journey.
20-28: Couples entering serious relationships and taking on more significant life responsibilities.
28-35: Couples starting families and planning for future security.
Interviews & Personal Narratives: I conducted in-depth interviews with individuals and couples from each life stage. Tailored questions were designed to uncover their financial goals, aspirations, and concerns about the future. These interviews allowed us to capture authentic stories from real people, making the insurance process feel more personal and relatable.
Filming and Storytelling: During the filming sessions, we captured everyday moments from their lives, showcasing their personal journeys while allowing them to narrate their goals for the future. This approach ensured the content was both emotional and authentic, aligning with the values of the target demographic.
Video Production: Using the footage, we produced:
Four individual videos (one per person or family).
One combined video that featured all of the individuals and couples, designed for television broadcasting. This allowed us to tell a broader story while also addressing specific audience segments.
Results:
The long-form content strategy delivered outstanding results:
156% Increase in Sales Leads: The personal and relatable storytelling resonated with the target audience, driving a significant increase in the number of leads generated for Nitsche Insurance Group.
27% Growth in Personal Insurance Sales Revenue: By connecting with younger generations through authentic content, Nitsche saw a measurable boost in their personal insurance sales, demonstrating the effectiveness of their rebranding efforts.