In the highly competitive insurance space, with budgets a fraction of their competitors, how can a smaller brand stand out and get more out of every dollar spent? Esurance has found one answer by aligning with influential personalities that enjoy large scale reach with deeply loyal audiences. In this session, Michele will share how a brand known mainly for affordable online car insurance has been able to create relevance, and reach an audience of home and garden enthusiasts as the brand expands into Homeowners Insurance. By developing unique experiences for the Scott Brothers that play into their personalities, Esurance created a powerful potion of influencer content to engage with their audience in a way that is consistent with both the Esurance brand and the brand of the influencers.
Michele Jacobs, Director of Integrated Marketing, is a seasoned brand marketer, responsible for developing and delivering fully-integrated marketing campaigns that build confidence in, and consideration for, the Esurance brand across paid, owned and earned media channels.
Before joining Esurance, Michele managed global marketing integration for WesternUnion.com, developing a strategic brand platform to accelerate awareness and consideration for the digital division of a well-established brand. Prior to that, Michele served four years as a Senior Global Marketing Manager, building a culture of consistency across brand campaigns to attract architects, engineers and designers to the brand than can help them imagine, design, and create a better world.
A good portion of her earlier career was spent on the agency side, managing integrated marketing programs for a range of consumer brands, including launching the EasyShare digital camera line from Kodak, leading a comprehensive brand refresh for Shutterfly.com, and launching the original levi.com ecommerce site for Levi Strauss.
Michele holds a BA in Marketing with a minor in Communications from Cal Poly, San Luis Obispo.