Brownstein Group, Inc. | Agency Profile, Contacts, AOR, Client Relationships
Service: creative advertising
- Main Telephone
- (215) 735-3470
Brownstein Group, Inc. Contacts
|Berny B.||Chairman & Chief Creative Officer||PA|
Sample of Related Brands
|Carol P.||Chief Financial Officer & Senior Vice President||PA|
|Jill L.||Director, Project Management & Planning||PA|
|Laura E.||Director, Public Relations||PA|
|Chris G.||Creative Director||PA|
Gen-Z Financial Opps: NJM Insurance launches unique campaign while spend skyrockets
Brownstein, just made its debut. The campaign features Carli Lloyd, a soccer star and longtime NJM policyholder; however, in the ad, Lloyd strikes down the idea of becoming the company's mascot.
This campaign continues the brand's intentional avoidance of talking animal mascots and irritating jingles, even smartphone apps and most TV advertising. It launches alongside NJM's recent expansion into PA, CT and OH. Unlike many competing insurance companies, NJM builds brand awareness by promoting customer service.
Pathmatics shows that the company has spent roughly $1.8m on digital ads YTD, more than double the roughly $865.8k it spent within the same 2020 timeframe and already 86% of the roughly $2.1m it spent in all of 2020. NJM's estimated full-year 2020 spend ($2.1m) reached over 4x that of $434.9k in 2019. So far this year, it has earned ~203.2m digital impressions via desktop video (53%), Facebook (21%), desktop display (10%), mobile display (9%) and Instagram (8%) ads. Most (94%) of this year's desktop video ads have been placed site direct onto youtube.com.
Additionally, according to Magellan, NJM has aired one podcast ad within the past 12 months.
The company used to rely mostly on word-of-mouth, but in 2018, it shifted by dropping restrictions on who could carry its insurance, offering its services to the public. As you can tell by its quickly increasing digital spend and reliance on YouTube and Facebook advertising, NJM is primarily targeting Gen-Z right now. Its avoidance of cheesy, sometimes annoying trends in insurance ads is probably refreshing. Since the company primarily operates in NJ, PA, CT and OH, it likely advertises locally in these states, especially in PA, CT and OH, to which it only recently expanded.
Agency & martech readers - Nothing points to upcoming agency reviews here right now, so focus your attention elsewhere. As I briefly mentioned, Brownstein currently assists with creative.
Vice President, Marketing