Strategy

• Amplify Allstate’s digital content through strategic partnerships and SEO.
• Determine three Allstate customer segments to target based on online behavior and business objectives.
• Establish earned content-sharing partnerships with influential venues and place content with links to Allstate’s online assets.

Results

• Established partnerships with eight prominent online venues reaching over 55 million target audience members monthly.
• Drove a 3% increase on overall traffic to digital assets.

ComBlu's Role

• Identified influential venues whose content reaches both current Allstate customers and prospects from priority segments and aligns with topic of focus: auto insurance.
• Conducted comprehensive analysis of social listening data, industry and market studies, SEO reports and customer segments’ online behaviors.
• Aligned research with Allstate’s market priorities and ability to differentiate content from competitors to determine priority segments.
• Developed editorial calendar and content to align with search intent and target audience needs.
• Identified top influential venues and evaluated potential for partnership using custom scorecard.
• Reached out to venues and secured content-sharing partnerships.
• Conducted social listening to identify emerging topics and potential partners.
• Managed partnerships and content development and placement process.