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Nationwide Puts Social, User-Generated Content at Backbone of Marketing Efforts

The company's new Join The Nation campaign features the voices of Julia Roberts on television and its policyholders online.

In the latest sign that the line between marketing and technology initiatives is ever-blurrier at insurance companies, Nationwide (Columbus, Ohio) announced plans for an Olympics-tied marketing campaign, "Join the Nation," which it says features a "unique digital-based strategy … to engage agents, current customers and potential customers through a number of social media channels."

The jointhenation.com website will include "Ask the Nation," an application that allows current members and prospects to ask questions about insurance, which can be answered either by Nationwide employees or other policyholders. In addition, the "Real members. Real stories" features Nationwide members telling their story on camera and provides others an opportunity to upload their own user-generated video to the site.

“Nationwide is On Your Side is a familiar tagline and jingle, but not many people understand exactly what it means,” Matt Jauchius, Nationwide’s chief marketing and strategy officer, says in a statement. “Our goal with this campaign is to tell the story of who we are as a company and what our On Your Side promise truly stands for – doing what’s right for our members and protecting the things and the people they hold dear. This is our invitation for consumers to Join the Nation and experience all the benefits that go along with being a member of Nationwide.”

[Read how Nationwide chief customer advocate Jasmine Green works to optimize the customer experience.]

Developed along with Durham, N.C.-based ad agency McKinney, the campaign's TV spots, which will begin airing during the Summer Olympics opening ceremonies, feature voiceover work from actress Julia Roberts.

Nathan Golia is senior editor of Insurance & Technology. He joined the publication in 2010 as associate editor and covers all aspects of the nexus between insurance and information technology, including mobility, distribution, core systems, customer interaction, and risk ... View Full Bio

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