Liberty In Your Home

Our objective was to help Liberty shift its paid social strategy from a broad, buckshot audience to a more selective, targeted, and dare we say curated audience of people focused on homes, home ownership, and interior design. So, logic dictated that if we’re talking to people who make custom pillows, design every inch of their living space, and take a more handmade approach to their domicile décor, then we should do the same with our messaging.
Since Pinterest users generally engage quite early in their decision-making journey, Liberty Mutual had an opportunity to capitalize on these moments to build brand awareness and add a bit more relevance to an otherwise dormant space.

But the Pinterest world can be unwieldly and distractingly infinite, so we identified three specific interests that were particularly relevant to the homeowner audience: Home Décor/Renovation, Gardening, and Parenting. We dove deep into each category, finding small, specific, relevant ways to bring our brand to life while seamlessly integrating into all the surrounding Pins. Yes, we made ads. But we made ads that blended into the inspo environment, acting almost like little Easter Egg moments, that emphasizing customization and savings, but didn’t stick out like a sore thumb and interrupt their scroll session.
Point is, building a campaign around subtle brand cues with the point of blending in to the surrounding environment was a big swing for the brand. Clients loved it, users interacted with it, and the work did something beautiful. It worked.