American Family Insurance was in the middle of a brand refresh around their "Dreams" platform, and IdeaQuest was tasked with building their brand awareness to help break through the clutter of the insurance market. I was part of the team that recommended creating a brand ambassador platform, where AmFam would partner with talent that fit their "Dreams" platform. In the past decade, AmFam has teamed up with Derek Jeter to The Property Brothers to Kevin Durant to Kathy Ireland. Below are just a few campaigns that I was part of - from designing to negotiating to activating - where AmFam created bespoke activations to engage with their audience and ultimately helped to increase both awareness and consideration.
01 - Christian Yelich
Milwaukee Brewers Star
In 2019, American Family Insurance teamed up with Christian Yelich to become the face of their partnership with the Milwaukee Brewers. Yelich has been utilized in both above and below the line campaigns for AmFam, and more importantly, the parties have collaborated to support the Milwaukee Community. In 2021, as AmFam became the new naming rights partner to the Brewers Home Stadium (American Family Field), I was responsible for renegotiating Yelich's contract.
02 - Regional Brand Ambassadors
David Bakhtiari, Tyler Lockett, Jonathan Taylor, Greg Gard
American Family Insurance has several regional brand ambassadors connected to their sponsorships to help increase consideration and lead generation. Each regional brand ambassador is tied to specific partnership (e.g. Bakhtiari and Green Bay Packers) and uniquely activated. I was responsible for negotiating all regional brand ambassadors partnerships for AmFam.
03 - Russell Wilson
Seattle Seahawks Quaterback
American Family Insurance partnered with Russel Wilson in 2013 to officially launch their "Dreams" platform. The campaign kicked-off with an integrated campaign around the 2014 Super Bowl, which the Seattle Seahawks won, and went on to garner over 100 million impressions. Wilson also became the face of AmFam's brand activations with the Seattle Seahawks, and AmFam partnered with Wilson with his Passing Academy. I was responsible for managing those activations.