'Progressive' Used Instagram to Market to Young Adults

By: Mishal Omar - Jul 19, 2016
References: progressive & nanigans
The social media insurance campaign led by the insurance company 'Progressive' aims to target Millennial audiences.

Although insurance is not always synonymous with young audiences, Progressive decided to promote its services to Millennials. Using the hashtag '#ActYourAge,' the insurance company showed pictures of a young adult in various positions that an infant would be in. The caption on each photo was 'Dump Your Parents' Car Insurance Company.' The social media insurance campaign equated Progressive with independence and freedom, while humorously mocking Millennials who refused to "cut the cord."

By taking an amusing concept and projecting it onto an app that is popular with Millennials, Progressive managed to effectively reach a younger demographic with its latest insurance campaign -- one focused on the relatable theme of independence.