Through PRSSA I became aware of the local Minneapolis based agency Fast Horse.
They refer to themselves as:
An innovative, integrated agency offering a full range of traditional and non-traditional marketing services -- including strategic planning, content marketing, graphic design, media relations, advertising, interactive, social media, sponsorship activation and special-event planning.
Upon browsing their website, I came across a section where they post previous campaigns that they have worked with. They showcase their work through various case studies.
One that caught my eye was their Nationwide insurance case study.
A case study is a type of observation where companies and organizations gather and summarize all their information to write an informative story. The story is meant to help readers learn how the company managed and handled a project so that they may learn insight on how to manage a similar situation within their own company or organization.
The Nationwide case study focused on how people have financial issues, yet have trouble asking tough questions when it came to dealing with the financial issues and decisions. Fast Horse developed a campaign where they used a comedian and promoted a series of videos where they made light of the situation and got people to "Have The Talk".
The success of the campaign was very evident:
"Have the Talk" generated 50 million media impressions and more than a million YouTube views. The "Have the Talk" micro-site garnered more than 8,000 visits per day, with an average site visit time of more than five minutes.