Crowdsourcing The Next NW Profile
In 2007, my team at PEMCO Insurance and I changed the face of marketing in the Pacific Northwest. Not just for an insurance carrier mind you, but for an entire region of brands regardless of category. The “We’re A Lot Like You. A Little Different.” advertising campaign, conceptualize by DNA, Seattle, was based on the insight that our northwest neighbors, very passionate about the corner of the world where we live, weren't nearly as excited about insurance. The idea was to shine a light on the unique, quirky, offbeat characters that make the Northwest special, and clearly establish PEMCO as the local company that is just as unique as the people living here. A company that truly "gets it" because we live, work, learn and play in the same neighborhoods and communities as they do.
In order to show them that we know them in ways that others don't, the PEMCO Northwest Profiles were born. Over 100 types of local characters found in this special region - highly recognizable to those who know the area and culture intimately. The campaign, which was launched in television, radio, print, out-of-home, online and through strategic partnerships, gained popularity and talk about PEMCO and the Northwest Profiles increased and consumer suggestions for new profiles were offered frequently.
PEMCO adapted the campaign landing page (werealotlikeyou.com) to become a place where people could upload photos and descriptions of their own Northwest Profiles – and we experienced our first taste of crowdsourcing. Suggestions for new types extended to conversations on Twitter, Facebook, and the PEMCO blog. Local television stations and print media began referencing the Northwest Profiles in their news stories.
While the success of the campaign continues – it was recently named by Seattle Magazine as the “Best Local Ad Campaign We Never Tire Of,” – PEMCO is always looking for ways to extend the brand and engage with fans and advocates. In 2012 we took the next step in crowdsourcing by creating a contest encouraging fans to create and submit a 30-60 second video audition to “ Be the Next PEMCO Northwest Profile.”
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