Farmers Insurance | Undercover Caddie
DIRECTOR: Rob McConnaughy, JOJX
EDITOR: LUC GIDDENS, Cut + RUN
You can always use somebody who knows a thing or two.
On the links and in life, it always helps to have an experienced presence looking out for you. So Farmers disguised PGA TOUR star Rickie Fowler as a veteran caddie to help unsuspecting golfers improve their game.
More ABOUT the campaign
Campaign Goal: Drive website traffic, targeting golf enthusiasts age 25-64.
Platforms: Instagram, Twitter, and Facebook.
Strategy: We leveraged the mystery of Rickie Fowlers’s identity to drive people to the site. Teaser clips posted on social channels featured Rickie as the Undercover Caddie interacting with unwitting golfers and showing off his skills on the course. The campaign landing page featured the digital video series, Q&A with Rickie, outtakes, and BTS footage of Rickie’s transformation into the Undercover Caddie.
Results: Campaign drove over 2MM clicks (vs. 716K clicks driven by previous campaign).
