Liberty Mutual Insurance Social Content

Case Study: Liberty Mutual (LMI) – Short-Form Video Strategy & Meta Creative Spotlight

The Challenge: Transitioning from Static to Motion-First Messaging

As consumer attention spans shortened, Liberty Mutual Insurance (LMI) needed to pivot its social strategy from static imagery to high-impact, short-form video. The objective was to test 15-second video formats to determine which messaging frameworks drove the highest engagement and brand recall within the Facebook ecosystem.

The Action: Iterative Video Production & Creative Testing

I managed the end-to-end production of a monthly 15-second video series, utilizing an iterative testing methodology to optimize performance between batches.

• Creative Pivot: Led the transition of brand messaging from static content to dynamic motion, focusing on the first 3 seconds to capture user “thumb-stops.”

• Batch Testing & Optimization: Managed two distinct production cycles. In the second batch, I oversaw the shift toward consumer-centric storytelling, which significantly boosted audience sentiment.

• Stakeholder & Platform Alignment: Coordinated with creative teams and media planners to ensure all video assets met Facebook’s technical specifications and best practices for mobile-first viewing.

The Result: Meta Industry Recognition & Scalable Content

The data-driven approach to video production resulted in high-level industry accolades and a proven template for future LMI social campaigns.

• Facebook Creative Spotlight: The first batch of videos achieved such high performance and creative quality that it was featured in the Meta Video Ad Creative Spotlight, a prestigious recognition for best-in-class social advertising.

• Increased Engagement: The shift to consumer-engaging video content outperformed previous static benchmarks, proving the efficacy of short-form motion for insurance messaging.

• Platform Visibility: The high-quality output contributed to a more vibrant and engaging Liberty Mutual Facebook presence, providing a scalable model for monthly video “always-on” content.

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Key Program Management Competencies Highlighted:

• Performance Creative: Managing the production of assets specifically designed for algorithmic success.

• Iterative Development: Using insights from Batch 1 to improve the ROI and engagement of Batch 2.

• Agency-Platform Relations: Navigating the standards of major platforms (Meta/Facebook) to earn industry-wide recognition.

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SEO & Strategy Enhancements Made:

• Keywords: Integrated “Short-Form Video Strategy,” “Mobile-First Viewing,” “Meta Creative Spotlight,” and “Iterative Testing Methodology.”

• Authority Building: Highlighted the Creative Spotlight recognition as the “Hero” result, as industry validation from Facebook is a major win for a PM.

• Actionable Narrative: Reframed “testing out the messaging” as a “Strategic Pivot” and “Iterative Testing,” which signals a more sophisticated level of project oversight.

*In the first batch of videos, we were able to get creative recognition from Facebook, and our creative was featured in the Video Ad Creative Spotlight. You can see it here.

You can view some of the videos on the Liberty Mutual Facebook Page.