NATIONWIDE | Cause Marketing Campaign
Users can easily access relevant content, and further filter by a child’s age, location in the house, and type of risk.
Article pages are scannable and easy to navigate.
Actionable checklists can be downloaded for every risk.
The Make Safe Happen app features all of the website content, and enables users to create to-do lists, set reminders, and make shopping lists of relevant products or purchase directly from Amazon.
PROJECT
Preventable accidents are the leading cause of death among children in the U.S, a fact not broadly known or actively addressed. Nationwide Insurance’s multi-channel “Make Safe Happen” campaign set out to wake up parents and caregivers to prevent possible accidents in and around the home. Print and TV – a Super Bowl XLIX spot – would drive viewers to a website that needed to educate and enable parents to take action.
APPROACH
Conducted a thorough audit of multiple assets sourced from content partners Safe Kids Worldwide and Nationwide Children’s Hospital, as well as from Nationwide properties – identifying key topics, content types, content gaps, and assessing content quality.
Validated and prioritized topics through SEO insights; assessed keyword research identifying online demand and natural language phrases used in online search.
Developed a scalable content model enabling users to quickly access the information most relevant to them.
Crafted messaging guidelines for development of easily scannable articles providing summary overviews, infographics, images, video, bulleted prevention tips, and downloadable safety checklists.
Ensured that content was structured in a way that made it easily adaptable for development of the “Make Safe Happen” app.
Developed content for social distribution and amplification to facilitate traffic to the site and participation in the cause.
OUTCOME
Empowered more than 1 million safety actions in its first year, and more than 3 million by 2018.
SERVICES
Content Strategy, Content Audit, SEO, Editorial Strategy.