New Strategic Campaign Aligns
Customer and Brand Values

As brand strategists for our longtime client Texas Mutual Insurance Company, our role is to identify where the advertising messaging needs to go next. Thanks to Texas Mutual’s commitment to customer and audience research, we have the data to point us in the right direction. Analysis of an in-depth study with Texas Mutual policyholders showed us where we could shore up the brand. That insight led us not just to a new campaign, but to a new point of view.

New research showed that while Texas Mutual’s Net Promoter Score remained uncommonly high, the company had lost ground when it came to a “values” fit. The surprising thing was half that group thought the company was “too liberal,” while the other half thought Texas Mutual was “too conservative.” The challenge was finding the common ground and remain authentic to the brand.

We were just wrapping another campaign that featured workers across all kinds of businesses and industries to elevate the people protected by Texas Mutual’s safety-first approach. Had we leaned too far into the employee side of workers’ comp? If so, focusing on the business benefits of workers’ comp with Texas Mutual could align customers and the brand around the business values they all shared.

Our strategy was to shift the story from employees to business owners and executives. We’d spent decades driving home the message that Texas Mutual was the safety company. Our new campaign was a logical evolution of this now well-accepted message: You already know Texas Mutual is good for the safety of your workforce, but did you know Texas Mutual is good for the safety of your business? That became the theme for our “Business Is Better with Texas Mutual” campaign, which showcases the multiple ways Texas Mutual contributes to its customers’ business success.

The first ad in our “Business Is Better” series connected the dots between our employee-focused campaign with this new message. We started with how safety in the workplace is just as good for the bottom line as it is for the people in the workplace. And we followed up with campaign messages focusing on the business benefits of Texas Mutual’s unique approach to claims management, their dividend program and fighting fraud.

Our creative strategy was to simplify the visual message with a single hero image that over time demonstrated Texas Mutual’s commitment to multicultural representation. For ease in execution, we moved away from featuring policyholders and their employees and instead hired models and actors to represent the customer. Lastly, we brought in the voice of Texas Mutual by interviewing the employees relevant to the topic and included their perspectives and personalities in our landing page videos. This last initiative supported an internal objective that elevates “People & Culture,” but also solved for a brand goal to continue to humanize the company to the customer base.

Between October 2022 and March 2024, this campaign drove 228,510 visits to Texas Mutual’s website through 156,158,495 impressions across print, digital and audio channels. In addition, the bounce rate for the campaign landing page was only 10.5%, indicating the traffic to the website was the right audience, and visitors were interested in additional content. Lastly, new research showed a majority of policyholders and nonpolicyholders alike believe Texas Mutual is “supportive of values important to Texas business people.”