Role: Creative Producer, Project Manager

Responsibilities:

Concept Development: Crafted a cohesive storytelling approach that aligned with Generali’s branding.

Influencer & Production Coordination: Managed six influencers, overseeing six shoot days across Germany.

On-Set Directing: Ensured that the content felt authentic, engaging, and aligned with platform-specific trends.

Client Communication & Media Strategy: Collaborated on content optimization for maximum reach and efficiency.

Performance Highlights:

Total Reach: 48.77M impressions across platforms.

TikTok Performance: Outperformed expectations by +59%, with a low CPM of 0.87€ (benchmark: 1.96€).

Top-Performing Influencers:

Dominik & Sandra: 33M AIs – highest reach.

Affe & Sally: 64% lower CPM than the benchmark – most cost-efficient.

Meta: 40.1M impressions, significantly enhancing awareness.

YouTube: 54.3% View-Through Rate (VTR) (benchmark: 35%) – showing strong viewer retention.

Key Takeaways:

Successfully blended authentic influencer content with brand messaging, making insurance relatable and engaging.

Proved that financial services marketing can be compelling, even within an entertainment-driven social media landscape.

Delivered exceptional reach and cost-effective engagement, all within a tight 4-week production and rollout timeline.

The Creator Switch campaign stands as a strong case study for influencer-driven brand storytelling, demonstrating that even traditionally serious industries can connect with younger audiences through creative, social-first content.