Butter Insurance challenges conventional advertising with mini-TV series to tease upcoming offering launch
Challenger brand Butter Insurance has teased the launch of its latest offering via a mini-TV show on social media, amassing over 25 million organic views in the lead to launch day.
The insurance company teased the upcoming announcement – a simple and customisable travel insurance product for young people – via a 13-episode season in the style of beloved TV comedy series ‘The Office’, with its marketing lead and the company’s founder as the main characters.
@joshfrommarketing She’ll come around… #thesims #clubpenguin #zoom #theoffice #marketing ♬ original sound – Josh from marketing
Each episode lasts around 30 seconds, personifying Butter’s brand and creating an immersive experience for its audience – one that extends beyond a singular ad campaign. The launch campaign had over 25 million organic views across TikTok and Instagram in the lead up to launch day.
“We wanted to do something different and entertaining. By creating characters and narratives that resonate with our audience, we’ve transformed our marketing into an interactive storytelling experience,” Joshua Kessel, marketing lead at Butter, explained.
@joshfrommarketing I’m so tired #runclub #victoriabeckham #marketing #theoffice ♬ original sound – Josh from marketing
The campaign aims to shine a spotlight on the constantly shifting terrain of social media, where consumers now seek genuine connections with brands that mirror their values, whilst also placing a premium on engaging content that entertains.
The challenger brand hopes to set a new standard in the world of organic digital marketing. It was shortlisted at this year’s Mumbrella CommsCon Awards, and received a highly commended for Best PR-led Content Creation.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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