Nationwide is on its customers’ side with an authentic, relatable brand voice that extends to Twitter. Through its Twitter content, the brand is able to convey trust, an especially important priority when interacting with customers who have important questions about their coverage.
But while Nationwide’s Twitter content strategy was effective, some customers were still seeing the brand as an insurance company only, and missing out on its other important initiatives.
“A lot of people hear Nationwide and think of insurance…we want to be known for so much more,” says Dace de la Foret, Nationwide’s director of social media. “We want people to know about what we do for the communities where we live and work, and specifically our Foundation’s relationship and support of Nationwide Children’s Hospital.”