Renters insurance company Toggle is playing up the central truth that life doesn’t always go according to plan with a holiday-themed social media campaign.
The creative, developed with Odysseus Arms, San Francisco, incorporates found footage of real-life moments when people mess up their holiday meals, like bird-roasting fire blunders and soggy pumpkin pies.
Have a look here.
This Thursday and Friday, Odysseus Arms will support the effort with a real-time activation gifting people with a $10 Amazon gift card for posts on Facebook, Instagram and Twitter tagged #ToggleTurkey or simply showing the results of their struggle.
The agency — which partners with R&R Partners for media — will respond to select posts with words of consolation: “Like your mom always said, all that matters is you tried your best. And Toggle renters insurance protects you from your worst.”
The media plan is designed to be grassroots, running across social media and digital channels. This strategy aligns with the company’s target millennial consumer, effectively reached through these outlets.
“Travel restrictions and shutdowns mean fewer trips home to mom or meals out with friends, which can only mean more kitchen disasters,” says Libby Brockhoff, founder and CEO of Odysseus Arms, adding this campaign build’s on Fall 2020’s #ProtectYourselffromYourself that used similar footage to highlight why millennials need renter’s insurance. “Toggle’s whole positioning is built around the fact that accidents happen, so consoling people’s #ToggleTurkey fails with a $10 gift card seemed like a nice way to kick off the holidays.”