AMERICAN FAMILY INSURANCE:
REWARDING MEMBERS FOR
PROTECTING THEIR DREAMS

The Challenge

With research showing fully engaged customers stay with their insurance provider four years longer than average, AmFam wanted to build engagement and trust with a customer base whose brand touchpoints were limited. A loyalty program was the solution – but with a sustainably lower threshold to offer easily redeemable, high-value rewards. They wanted to learn more about their customers’ passions and pain points, so they could design a program that rewarded customers for interactivity.

Why TLC

AmFam were looking for a trusted provider of high-quality lifestyle, leisure, entertainment and travel rewards that would resonate with their customers. With our vast partner network of high-value, emotionally engaging experiences, TLC were the perfect fit. The rewards also had to align with AmFam’s people-centred brand and reflect how much they care about the end-to-end experience.

The TLC Approach

AmFam’s mission to inspire, protect and restore their members’ dreams had to sit at the heart of their loyalty program – and so, DreamKeep Rewards was born. We used first-party data to understand what was important to members and built a rewards strategy that would engage existing members, while enticing new members to join. Customers were rewarded for doing tasks that helped protect their homes and families, like checking their vehicle’s tyre pressure or uploading a fire safety plan.

We secured 2,000 relevant local partners that aligned with the program’s goals, from big brands to local businesses. Upon joining, members accumulated points through activities that kept them engaged with the program, as well as monthly surveys and referrals. Members could then redeem points for rewards, like family activities, dining out and live events, as well as enter periodic sweepstakes to keep engagement high.