I wrote this, using Robert McKee’s storytelling principles and Robert Cialdini’s behavioral insights.

HiRoad manifesto

I mapped out the key ways we needed to help our customers' thinking evolve, from insurance as commodity, to HiRoad as lifestyle brand.

HiRoad.com home page, balancing brand representation, low page load times, and industry-leading conversion. We achieved double our growth goal in less than a year, in a glacially-paced industry.

Referral email to customers

Intro video to give reading-averse people a quick overview of what HiRoad is all about.

Brand strategy, email, video, & website copy

Create a challenger brand in a low-interest category? No big deal. All we had to do was this:

  • Differentiate ourselves visually and verbally
  • Be mobile-first in an analog and desktop market
  • Make our story about our customers, not ourselves
  • Present complex, boring information in fresh ways
  • Make the purchasing and onboarding journey simple

During my tenure, we succeeded in all metrics:

  • Grew over 10x faster than other insurance startups
  • Earned 9/10 customer referrals
  • Achieved 70+% customer app downloads (vs. single digits for competitors)
Role
 Lead copywriter, brand strategist
For
 HiRoad
Date
 2017
Type
 Brand strategy, customer care, CX, email, UX, web copy
URL
 hiroad.com