2021-2022Growth Marketing

Cover App

PR and growth work for Cover combined earned media, creator partnerships, performance marketing, and lean video production to drive installs and make insurance shopping feel simpler and more human.

How Cover combined PR, performance thinking, and lean creative production to turn insurance shopping into a simpler, more emotionally resonant consumer story.

CompanyCover

ScopePR, Growth Marketing, Video Production, Performance Ads

FunctionPR Manager → Growth Marketing Manager

Timeline2021-2022

Creative Production

Video Assets Built For Broadcast And Performance

These three videos show the same core product narrative adapted across formats. The longer spot builds trust through testimonials and time-saving language, while the two pre-roll cuts sharpen that message into quick, testable hooks for paid distribution.

YouTube30s • Producer

Cover Insurance | 30s TV Commercial

A 30-second brand spot produced on a $15K budget during Covid restrictions. The creative leans on customer outcomes, ease of use, and emotional payoff to make an insurance app feel more relatable than transactional.

Description notes collaboration with cinematographer Steve Condiotti for broadcast-quality execution under tight constraints.

The script uses direct proof points like “saved 80%” and “compared 30 providers in less than 60 seconds.”

Balances price savings with time savings so the product promise feels broader than just a discount claim.

Watch Source

YouTube15s • Producer

Cover Insurance | 15s YouTube Pre-Roll (Cut A)

A tighter paid-media cut that front-loads the value proposition for pre-roll. It keeps the core product message intact while moving faster to match skippable ad behavior.

Hooks with ease and speed in the opening lines.

Centers the “30 providers in less than 60 seconds” message for immediate utility.

Designed as a platform-specific cut rather than a simple trim of the TV spot.

Watch Source

YouTube15s • Producer

Cover Insurance | 15s YouTube Pre-Roll

An alternate pre-roll variation built from the same shoot. This version shifts the hook from comparison speed to life-time tradeoffs, making the ad feel more personal and more native to casual YouTube viewing.

Leads with a family-time framing instead of a price-first hook.

Shows how one production was repurposed into multiple creative angles for testing.

Ends with a cleaner, more slogan-like CTA: “Save money. Get covered.”

Watch Source

Campaign Approach

A Growth System, Not Just A Single Ad

The value of this work was not only the final assets. It was the ability to connect PR, creator partnerships, budget stewardship, and performance creative into one growth engine that made Cover easier to discover and easier to trust.

Campaign StrategyCreative system

Lean production with multi-format outputs

One shoot supported multiple downstream placements instead of producing disconnected assets for each channel. That made it easier to preserve message consistency while still adapting hooks and pacing by format.

30-second hero creative for broader brand storytelling.

Two 15-second variants for digital testing and faster paid placement.

Production approach matched a constrained budget without making the work feel constrained.

Open Source

Consumer MessagingMessage architecture

Turn insurance shopping into a simple promise

The strongest messaging thread across the videos is simplicity: compare dozens of providers quickly, reduce paperwork, save money, and get time back. That is a much more usable consumer frame than insurance jargon.

Savings and speed are the primary rational hooks.

Ease of use and time back create emotional payoff.

The product is explained through outcomes, not insurance complexity.

Open Source

The Outcome

"Cover’s narrative translated into measurable growth: creator partnerships drove 150K+ app installs, media built credibility, and performance optimization reduced cost per acquisition by 65% while supporting a $1M+ budget."

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