Simon Howell discusses how Mercury Insurance made the critical leap to leveraging video and social listening for a more personalized, fun, and valuable interaction with customers. With monthly metrics that exceed engagement goals, the core of Mercury’s video strategy is based on awareness. In tandem with their agency, they leverage common themes and social trends to inform content strategy and test responses by releasing shorter-form video content that can sometimes evolve into larger campaigns. With a passion for user interface and flow, Simon makes the user experience part of the everyday conversation at Mercury, believing firmly that experience is the product, and that today’s digitally savvy consumer is very aware that a positive user experience is a reflection of not just a brand’s image but what that experience says about the service they can expect going forward. If the online experience is positive, it will drive further engagement.