The General Insurance - a Nashville, TN based, non-standard auto insurance brand - with the help of IdeaQuest signed Shaquille O'Neal (SHAQ) to become their brand ambassador.
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I was part of the team that designed the brand’s strategic plan and developed and oversaw brand activation and measurement efforts connected all campaigns featuring SHAQ, including above the line advertising.
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Since becoming a brand ambassador, SHAQ has been prominently featured in The General’s advertising campaigns and since become the #1 national non-standard auto brand in terms of unaided awareness. In addition, consumers had a higher consideration in campaigns where SHAQ was included compared to those he was not featured, with top-line revenue growing at significantly higher rates YoY.
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Below showcases a few campaigns that I was responsible for identifying, negotiating agreements, managing the activation and overseeing the measurement efforts.
01 - ADVERTISING CAMPAIGNS
"HOW TO" with SHAQ + Montell Jordan
I was responsible for designing and negotiating
Montell Jordan’s cameo. I negotiated the agreement, managed cameo logistics relating to production and oversaw measurement efforts connected to this above the line advertising campaign.
"LET'S GET READY"
with SHAQ + Michael Buffer
Similar to "How To", I was responsible for designing and negotiating Michael Buffer's cameo. Just like with Jordan's spot, I negotiated the agreement, managed cameo logistics relating to production and oversaw measurement efforts connected to this campaign.
02 - DIGITAL CAMPAIGNS
Bleacher Report's SHAQ Gives Back Presented by The General
In partnership with Bleacher Report, The General created a three-part video series where SHAQ and The General surprised everyday people with a break from the financial challenges being faced during the Covid-19 pandemic.
Within each episode, SHAQ and The General visited a local
Atlanta-based organization offering both financial
and emotional support and assistance,
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I was responsible for managing brand activation from conception to onsite logistics to post-production and all measurement efforts connected to this digital advertising campaign.
03 - SOCIAL CAMPAIGNS
RANDOM ACTS OF KINDNESS
with SHAQ + The General
I am responsible for making sure that all of SHAQ's negotiated assets are utilized properly to ensure maximum ROI. Part of this includes managing social
media posts, assisting in campaign creation to help
with consumer engagement and measuring
results in real-time.
Both SHAQ and The General have giving back in their DNA and routinely create Random Acts of Kindness campaigns to give breaks to those who need help the most.
