Upon launching a new insurance product, Commonwealth Insurance Advantage needed to build brand and raise awareness among both brokers and consumers. With a product that protects businesses against acts of mass violence, they needed to go about this in a way that was effective without jeopardizing their brand image.
In order to prevent reputational damage, 96andX took a thought leadership and earned-first approach, developing a series of press opportunities and sponsored informational articles to help organizations develop practices and protocols for preventing incidents of mass violence in the workplace. 96andX aimed to position Commonwealth as a thought leader in workplace violence prevention, rather than simply “hard-selling” insurance.
This approach led to high performing sponsored content, a spike in quality website traffic, and a series of national, regional, and trade media placements, positioning Commonwealth leadership as authorities in workplace violence prevention. The “soft-sell” approach led to an increase in brand awareness on a national scale, without jeopardizing the brand’s reputation. 96andX is Commonwealth’s agency of record.