CLIENT
The General
Mary Strength, Client
Kale Sligh, Client
AGENCY
Shannon Smiley, SVP, Group Strategy Director
Mike Razim, VP, Strategy Director
Chelsea Henricks, Social Strategy Director
Cassidy Buzin, SVP, Creative Director
Jon Leachman, VP, Creative Director
Gabriel Barrea, Creative Director
Ze Baldin, Creative Director
Anna Bleers, EVP, Client Service Director
Daniel Kuypers, SVP, Executive Director of Music
Larry Gies, EVP, Chief Strategy Officer
Natalie Pomagier, Senior Producer
Juan Roman, Account Director
Peyton Lancaster, Social Strategist
Casey Cobler, VP, Managing Editor
Josh Gross, EVP, Chief Creative Officer
Lizzie Graft, Assistant Account Executive
Leah Gritton, EVP, Group DirectorIntegration Strategy
Mitch Monzon, SVP, Director of Production - Studio
Julia Cwiklowski, Project Manager
Matt Scheffer, Producer
Performics
Raychel Fensterstock, VP, Integration Client Solutions
Spool
Maura Gallagher, Account Supervisor
IdeaQuest
SUMMARY
Insurance is boring. So how can an insurance brand engage its TikTok-obsessed audience to improve awareness and consideration? It started with an insight: TikTokers use their cars as make-shift content studios. We built #TheGeneralSoundStudio, a custom SUV with professional recording equipment and an award-winning sound engineer. As a brand who gives people a break, we collaborated with Epic Records and invited TikTok musicians to record their next single & tell their story on TikTok. It worked—we increased ad recall, brand awareness, and grew positive social sentiment by +32.5%
