The YouTube Strategy & Storytelling Behind Amica Insurance’s Viral Campaigns

How can creative digital campaigns drive brand awareness while cutting through industry noise in today’s competitive landscape?

In this episode of the Smart Route podcast, host Andrew Clark sits down with Jeff Eisenfeld, Director of Search at Media by Mother, to discuss his dynamic career and innovative approach to digital marketing. Jeff shares his journey from his early days in marketing to working with powerhouse brands like L’Oréal and Toyota. He explains how his diverse experience—from search and YouTube to affiliate networks and social media—has shaped his view on the future of marketing, where creativity meets precision.

Throughout the conversation, Jeff dives into the unique advantages of working within an independent agency environment compared to larger holding companies. He highlights how smaller teams can foster better collaboration and agile decision-making, allowing marketers to engage directly with key stakeholders and drive impactful results. A major focus of the episode is the groundbreaking creative campaign for Amica Insurance, which leveraged YouTube to boost brand awareness and humanize the insurance experience. Jeff explains how tapping into empathy and authentic storytelling helped differentiate Amica in a crowded market.

Jeff also shares his insights on the evolving role of YouTube as both a search engine and a creative platform. By integrating cross-channel strategies that include search, social, and programmatic advertising, he shows how marketers can create a cohesive narrative that drives engagement from awareness to conversion. His practical advice and real-world examples provide valuable lessons for marketers aiming to make a lasting impact.

Big Takeaways

• Agile Collaboration: Independent agencies offer the flexibility and cross-channel collaboration needed to drive innovative campaigns.
• Human-Centric Creativity: Campaigns emphasizing empathy and authentic storytelling can cut through industry noise.
• Integrated Strategy: A well-coordinated approach across YouTube, search, social, and programmatic channels boosts brand awareness and engagement.
• Client Partnership: Proactive research and a strong client partnership are essential to deliver tailored, impactful marketing solutions.
• YouTube’s Dual Role: Leveraging YouTube as both a search engine and a creative platform is crucial for capturing modern audiences.

About Jeff

A seasoned professional with a strong background in Search Engine Marketing and YouTube. With over 15 years of experience, he has built a reputation for exceptional account management and client growth. Throughout his career, Jeff has worked with reputable brands such as L’Oreal and Toyota at some of the largest agencies in the world. A dynamic leader and strategic thinker, Jeff continues to make an impact as Director of Search with Media By Mother.

Episode Transcript

Andrew:
Everyone, this is Andrew Clark with another episode of the Smart Route podcast, brought to you by CallTrackingMetrics. Today we have a special guest.

Jeff:
Hi.

Andrew:
Every guest is special, and today’s is no exception. I was introduced to Jeff by a colleague at CTM. Jeff comes with a wealth of experience from both big and small companies in the agency world—and beyond. Today he’s joining us as the Director of Search at Media by Mother.

Andrew:
Just to recap, we’ll be discussing his impressive marketing campaign that launched an East Coast insurance company into the spotlight using YouTube. Jeff’s insights are full of actionable nuggets for marketers looking at different platforms.

Andrew:
So Jeff, thank you for joining us today. Please introduce yourself.

Jeff:
Thank you, Andrew. It’s great to be here. I’ve listened to many episodes and the content is fantastic—I definitely recommend subscribing if you haven’t already. A little about me: I’m based out of Brooklyn, originally from Wisconsin, and now in New York. I’ve been in the marketing field for nearly 20 years. I’ve done it all—from search and YouTube to affiliate networks, email, programmatic, and social. And as you mentioned, I’m now with Media by Mother. (And no, it’s not an agency owned by my mother, nor am I working for her in a basement!) It actually spun off from our parent creative agency, Mother, which is based in London and has been around for 20 years with a global presence. I’m really excited to be here.

Andrew:
I always love hearing about how people got into marketing. What’s your origin story?

Jeff:
It wasn’t a dramatic pivot. I went to Ohio State University—an important detail, especially since they’re national champions in football. I’ve always had a passion for marketing communications. I even did real estate on the side and worked as a waiter and bartender in Manhattan, so I’ve always enjoyed talking to people and building relationships. I started with an internship at an online publication where I discovered search. I worked my way up from building keywords and ad copy to strategy and planning—and I’ve loved every step of the journey.

Jeff:
I’m passionate about everything marketing and digital. Being part of Mother is exciting because they handle the creative side of advertising—the commercials and great ads you see in places like the subway. For me, digital has always been the wave of the future, especially now with AI, so I naturally gravitated toward it.

Andrew:
That’s great. I’m curious—having worked with big brands in the past, what notable experiences have influenced your current role?

Jeff:
Not every client or vertical is the same. There are nuances in relationships, KPIs, and even budgets. For instance, I’ve worked with auto companies like Toyota with huge deep-pocket budgets, as well as with lesser-known brands where it’s easier to build brand awareness and make a market impact more cost-effectively. I’ve also helped drive leads for universities—there’s something very rewarding about helping someone find the right college or shape their future. I’ve learned that while some clients expect you to simply execute, I prefer working with those who challenge and collaborate with me. Clients who understand both their business and the business of marketing help push things forward.

Andrew:
You’re in a unique position, bringing such a diverse background to the table. With the changing agency landscape, what’s it like working in an agency today?

Jeff:
I’ve been part of large holding companies where you get massive resources and big teams, but sometimes it’s hard to stand out—like when I worked on the L’Oréal account with over 100 people. At Media by Mother, an independent agency, I truly appreciate the freedom. In a smaller agency, you can talk directly with the CEO, collaborate closely with strategy and planning teams, and even adjust team structures or negotiate with vendors without getting bogged down by red tape. Even though I head up search and YouTube, I benefit from cross-channel learning that you rarely get in larger, more siloed organizations.

Andrew:
That totally aligns with my own experience in both big and small agencies. Now, let’s talk about the client work—specifically with Amica Insurance, which some of our listeners might already know. When you started working on this campaign, what challenges were on the table?

Jeff:
While I’d love to take all the credit, the creative came from Mother, our partner and parent agency, who also works with Amica. That brand video went viral with 17 million likes. The challenge was that unless you live in Rhode Island, the Northeast, or are a Boston Celtics fan, you might not know Amica. They recently became the sponsor for the Celtics’ jerseys and even work with their star player, Jason Tatum. When people think of insurance, they typically think of big names like Allstate or Geico—or even the humorous Allstate ads. But Amica wanted to stand apart by being empathetic to the individual. The video shows that when you call, you get an actual human ready to help—whether you’re dealing with an auto accident, a home leak, or even needing life insurance in a pinch. This thoughtful, human approach garnered significant media attention and boosted brand awareness, which in turn helps me capture search demand. Overall, the campaign elevated Amica’s marketing across TV and digital channels.

Andrew:
That’s great to hear. For listeners, when you get a chance, please check out the video linked in our show notes. I was struck by how the creative tapped into a universal human emotion—loneliness—even though it’s an insurance ad. It’s woven into the messaging so well that even if you’re not looking for home or auto insurance, there’s something in it for you. You mentioned the creative was used across displays, YouTube search, and even social. Can you talk more about the strategy behind it?

Jeff:
Absolutely. Our approach was to activate across the entire funnel. We know that the strength of the bottom of the funnel depends on having strong awareness at the top and engagement in the middle. We needed to get the Amica name out there and then guide potential customers toward consideration. On YouTube, we used non-skippable six-second bursts to hook viewers, and on social we leveraged user-generated content that kept re-engaging people—I’m constantly seeing those ads on Instagram and TikTok. We also ran programmatic campaigns during live sports events to tap into high-viewership spots that resonated with Amica’s target audience. With YouTube, it’s not just about pre-roll ads—you can target leads using DemandGen and even leverage YouTube Shorts, which have exploded in popularity. All these channels work together to drive engagement, lead form completions, and ultimately policy sign-ups. The campaign’s success is also evident in the measurable brand lift—increases in awareness, recall, consideration, purchase intent, and even a notable search lift that shows YouTube’s strong halo effect.

Andrew:
That’s impressive. Do you have any specific data on the campaign’s performance?

Jeff:
Yes. We’ve seen a significant increase in baseline brand awareness, particularly across the Northeast and in major states. Consideration metrics have improved, and while I don’t typically look for leads directly from YouTube, the impact of the videos is clear. Engagement rates are high, view completions are strong—even for 60- or 90-second ads—and there’s been an uptick in likes, subscribers to the Amica channel, and ultimately lead form submissions.

Andrew:
Beyond the initial rollout, what’s happened since the campaign launched? Are there additional content pieces or plans building on its success?

Jeff:
Absolutely. The growth of Amica has exploded since the creatives came out—brand search queries have surged not only in the Northeast but across the U.S. We’re also seeing success with new creative. Initially, the focus was on introducing who Amica is, but now we’re shifting to assets that guide prospects further down the funnel. We’re emphasizing the Celtics partnership with upcoming Jason Tatum spots and developing new materials to help potential customers decide why Amica is the right choice.

Andrew:
This is a fantastic case study in how a creative campaign, centered on empathy and human connection, can ripple out across multiple channels—from TV and digital to search and social. It’s amazing to see the halo effect in action.

Andrew:
I have to ask—when you first started, was anyone skeptical about using YouTube? With so many digital platforms available, what made you decide that YouTube was the right channel?

Jeff:
That’s a great question. We’re active across multiple video channels, but YouTube is unique—it’s the second largest search engine in the world. Although I’m not a heavy YouTube user myself (except for how-to videos), its growth has been phenomenal. It’s starting to replace TV as a primary medium, offering huge subscriber bases, high engagement, and a flexible cost-per-view model. We knew that YouTube was front and center for our target audience, so it was integral to our overall strategy.

Andrew:
Before we wrap up, could you offer one or two pieces of professional advice for people starting out in this field? You’ve worked in many places and on campaigns with national exposure.

Jeff:
Sure. With a background in client services, I believe it’s crucial for anyone in a client-facing role to be a true partner, not just a vendor. Listen actively, be proactive, and come to the table with solutions rather than just executing orders. Do that extra research on your client’s industry, understand their company’s performance, and stay tuned to trends. This approach earns you respect and often gives you more freedom because your clients trust you. Also, being accountable is key—stick to your deadlines and follow through, even when challenges arise. Reliability makes all the difference when things get tough.

Andrew:
That’s excellent advice. Thank you so much, Jeff. This was a great interview filled with insightful takeaways. I hope our listeners walk away inspired and ready to tackle their next campaign.

Andrew:
Before we close, where can people connect with you?

Jeff:
You can find me on LinkedIn and other social media platforms. I’m also active in communities like the Paid Search Association on Slack. I love learning and chatting about strategy, so feel free to reach out if you have any questions—I’m here to help.

Andrew:
Great. We’ll make sure to link your LinkedIn profile and the company website in our show notes. Thanks again to our listeners and subscribers, and we’ll be back next time. Take care.

Jeff:
Thank you.