Liberty Mutual

How Grapeseed Media helped Liberty Mutual reach executive decision-makers

Background

Liberty Mutual Global Risk Solutions launched an awareness campaign designed to reach insurance and financial services decision-makers, including Agents, Brokers, Risk Managers, and C-Suite executives.

To maximize reach and engagement, Grapeseed Media deployed a multi-format programmatic strategy utilizing Display, Social Extension Everywhere (SEE), and Native advertising across multiple digital environments.

This approach enabled Liberty Mutual to connect with high-value audiences while gaining deeper insight into campaign performance through Account-Based Marketing (ABM) reporting.

Project Goal

Build awareness and engagement for Liberty Mutual Global Risk Solutions among high-value decision-makers in the insurance and financial services industry.
The campaign aimed to:

Increase brand visibility among senior leaders
Drive measurable engagement with qualified accounts
Deliver insights into which companies and roles were interacting with campaign content

Strategy

Account-Based Marketing Targeting: Identify and engage high-value accounts and decision-makers such as Chief Risk Officers and senior executives.
Multi-Format Media Mix: Deploy Display, SEE, and Native advertising to reach audiences across different digital environments.
Decision-Maker Insights: Utilize ABM reporting to track engagement by seniority level and ensure campaigns reached budget holders.
Full-Funnel Engagement: Combine broad reach targeting, precise ABM targeting, and retargeting strategies to maximize campaign impact.

Platforms

Display
Native
Social Extension Everywhere (SEE)

Results

45% of impressions reached C-Suite executives
60% of impressions reached senior decision-makers including C-Level, VP, Director, and Owner/Partner roles
C-Level engagement increased 1,320% in six months
Large companies saw a 753% increase in CTR
Senior executives cost 16% less to reach than mid-level staff while delivering the same engagement rate