Feb 11 Posted 1 year ago
I appreciate the comment. Perhaps Esurance had a higher demand for Awareness than is apparent based on my view from the outside in. Still, while I have questions about the efficacy of the program, my bigger question is why we keep celebrating the wrong metrics. Yes, 2.6 billion impressions sounds effective, but if it doesn't drive anything further (and if there is little reason to think it will based on the lack of breadth and depth in the impressions), then I'd like to see bloggers and journalists produce more critical and even-headed evaluations and less "Woo hoo, look at the giant numbers!!"
Feb 10 Posted 1 year ago
This post was remarkably insightful and confirmed my weariness of the Twitter campaign from its initial inception (I still tweeted the hashtag though, because you never know!). This would have been more successful on the awareness metric, which you mentioned is not Esurance's problem. Awareness of their products besides auto insurance sure, but that wasn't part of the campaign. It was just a hashtag that led nowhere and everyone's forgotten about now.
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