Geico
The Ask
Help new parents consider GEICO when searching for home or auto insurance.
The Insight
Parents will engage with and remember content that they see themselves reflected in.
The Solution
BDG created a video-led content strategy that played up two distinct routes for building an emotional connection: humor on The Dad and relatable documentary storytelling on Scary Mommy. On The Dad, we created a comedic scripted series in the style of a live sports competition which focused around GEICO’s key points of interest: home and auto. On Scary Mommy, we leaned into our editorial documentary series “I Am Scary Mommy” to produce three co-sponsored episodes highlighting narratives from the neurodiversity community.
The Results
60K+
Individual engagements across The Dad’s social channels
2x
benchmark on The Dad TikTok VCR
15MM+
total Scary Mommy video views
