Implementing Large-Scale Internal Brand Engagement Campaigns

Connecting Employees Under One Brand, One Purpose

I was part of launching Liberty’s new Lippincott created brand. Both nationwide, and for the 10,000 employees at HQ. I worked on the conceptualization and implementation of various campaigns spanning multiple channels and platforms.

Liberty Mutual New Brand

Event, Experiential, Digital, Print, Collateral

Challenge

To unite the company around the new brand and the aspiration to become a top three global property and casualty company in the world.

Approach

They created a new identity and set of values to go along with the new brand. Once that was in place they created multiple campaigns to unite employees behind those values using the exciting new look and feel of the brand.

New Brand Elements, Identity, and Values

Driving Higher Employee Engagement with the New Brand and Connecting with the Community.

The integrated campaign featured responsive email, video, digital display, employee event activations, signage, an all-employee desk drop, internal intranet marketing.

“Together, we are committed to shaping a future where excellence, innovation, and integrity propel us towards becoming a leading force in the global insurance landscape.”

Serve With Liberty / Torchbearers campaign

Results: Increased employee engagement through Serve with Liberty campaign, where 72% of employees contributed $11.9 million, as well as improved customer service rates leading to better connection with the community.