Progressive: Flo, The Progressive Girl
When we dreamed up Flo and the Superstore 4 years ago, the goal was to put a face on Progressive’s fun and simple approach to auto insurance. Who would have thought we’d launch an icon in the process? To date Flo has over 3.3 million Facebook friends – ten times more than closest insurance spokesperson counterpart. And in 2011 she was voted Entertainment Weekly’s #1 advertising icon of all time. Yes, all time.
The more popular Flo gets, the more people want to engage with her on a deeper level. In our Find Flo campaign, we hid Flo in intricate photographs, and made a game out of finding her. Readers could scan a QR code for the answer, and a chance to play a mobile version of the game.
Flo entertains her army of fans with daily updates of original content across several media platforms. This Halloween, even we launched a campaign to get fans to Dress Like Flo. With the help of a YouTube beauty guru, we taught people how to achieve the Flo look for themselves. And it worked. The video got over 330,000 views on YouTube, and Flo costumes were the third hottest selling costume on Amazon.com this year.