Liberty Mutual Insurance Stop Motion

Liberty Mutual launched its first Stop Motion Animation Video during the summer of 2014. With the creative help from Alex Krutchkoff, Heather “McT” McTavish & Joshua Bull.

Case Study: Liberty Mutual Insurance (LMI) – Award-Winning Stop-Motion Social Campaign

The Challenge: Disrupting the Competitive Insurance Landscape

In a saturated social market, Liberty Mutual Insurance (LMI) needed a breakthrough creative strategy to disrupt traditional competitors and elevate brand awareness. The mandate was to move away from standard corporate imagery and develop a unique visual language that would stop the “infinite scroll” and drive unprecedented user engagement.

The Action: Managing the End-to-End Production of Stop-Motion Animation

As the Lead Program Manager, I oversaw the full Project Life Cycle (PLC)—from initial concept ideation to final asset delivery. I spearheaded a “motion-first” approach by producing a series of bespoke stop-motion paper animations tailored for high-impact social channels.

Strategic Vendor Orchestration: Served as the primary liaison between the internal creative team and the production vendor, Studio 6, ensuring technical alignment and creative fidelity.
Full-Lifecycle Governance: Managed all phases of the project, including budgeting, resource allocation, and timeline management to ensure a seamless delivery.
Quality Assurance & Brand Stewardship: Acted as the final sign-off for all assets, ensuring that the innovative “paper-craft” aesthetic adhered to strict LMI brand guidelines and high-quality production standards.
Cross-Channel Asset Alignment: Coordinated the repurposing of social assets into high-performing YouTube Pre-roll formats, maximizing the reach of the original production budget.

The Result: Industry-Leading Engagement & Category Leadership

The campaign didn’t just stand out—it dominated the social insurance category with record-breaking metrics:

#1 Instagram Ranking: Successfully positioned Liberty Mutual as the first-in-category brand to launch Instagram Sponsored Ads, securing a significant “first-mover” advantage.
Record-Breaking CPE: Achieved the highest Cost Per Engagement (CPE) efficiency in the insurance industry, proving the ROI of high-concept creative.
Massive Scale: The stop-motion concepts transitioned successfully to YouTube, accumulating over 11 million views and driving widespread brand recognition.
Creative Recognition: The campaign’s success established a new benchmark for how LMI approaches social-first content production.

Key Program Management Competencies Highlighted:

Multimedia Production Oversight: Experience managing specialized vendors (Studio 6) and complex animation workflows.
Financial Stewardship: Delivering high-production value projects within designated budget constraints.
Performance Marketing Alignment: Ensuring creative assets are optimized for specific platform algorithms (Instagram vs. YouTube).
Strategic Client Relations: Acting as a trusted partner to both the client and the creative department to navigate complex project hurdles.