Q3 2018 Marketing Showcase

Q3 2018MARKETING SHOWCASEWelcome to the Q3 2018 issue of the Marketing Showcase. Inside you will find A new television spot “Son”, featuring a father andan overview of American Family Insurance’s marketing activities occurring in son, demonstrates how we provide the protection andQ3, as well as a few performance results from Q2. In these pages you’ll learn support that allows people to pursue their own dreamsmore about our sponsorships with Future Farmers of America (FFA), new prod- and support someone else’s.uct launches including Hello Tech, an updated marketing website and so muchmore. The place where many of those dreams begin is at home, or in this instance, the family farm. See page 6.After reading, please KNOW, SHARE and DOwith your colleagues!Index:Page 1: Introduction & YoY Spend/ImpressionsPage 2-4: Performance ResultsPage 5: Consumer Marketing FlowchartPage 6: Integrated Consumer CampaignsPage 7: Sponsorship & Event UpdatesPage 8: BIG Dream Gatering/One SaturdayPage 9: Product & Agent Field MarketingPage 10: Direct Marketing & Operations UpdatesPage 11: Cross Division UpdatesPage 12: Know/Share/Do 1

Q2 PERFORMANCE RESULTS DreamKeep Rewards continues to engage and reward members in Illinois and Nebraska, with11,643 enrolled as of April, 201854% of members 56% of members said 97% of members 71% of our field 60% of our fieldenrolled are the program changed said it was easy toExplorers, Builders their opinion of participate in the partners rated the partners rated theor Advancers American Family program. Insurance for the better. program as excellent rewards available or very good as excellent or very good Added business benefits: *Visit https://amfam.mediaspace. “Getting rewarded for doing 3,000 approx. My Account sign upskaltura.com/media/DreamKeep+Re- tasks to improve your day to day life is super easy and makes me due to DKR (Customers who wards/0_8wtjcgrg and watch a feel better and proactive.” 3-minute video on what our custom- actively use our digital services -Brittany ers and filed personnel have to say. have a retention rate of 92.7% “I think the whole program is great. after one year) 1,133 email addresses added You are rewarded for learning!”AWARDS 2018 Loyalty360 Customer Loyalty Award American Family Insurance and TLC Marketing were awarded the top platinum honor in the Program Partnership category for the new DreamKeep Rewards program. The organization recognizes those who strive to propel the customer loyalty industry forward. Insurance Marketing & Communications Association Award of Excellence This June, American Family’s One Saturday program was awarded honors from IMCA on its successful brand building relevance in a cluttered industry, driving consumer engagement around cause-related activities, and increasing consideration among target consumers and retention of our existing customers. THE SOCIAL GOOD AWARDS presented by Cynopsis. Our collaborative 2017 Stand Up campaign that we launched during the Super Bowl was named the best Branding/Branding Campaign by FOLIO: Digital Awards! In a partnership be- tween The Player’s Tribune and American Family Insurance, the Stand Up campaign used sports industry professionals and athletes to advocate for peaceful societal change. Generating nearly 40 million impressions and 33,000 shares on social media, the campaign was wildly successful, obtaining 12 million views on athlete’s videos, resulting in over 150,000 total engagements. The2 success of this campaign even led to another collaboration between the two companies.

Q2 PERFORMANCE RESULTSUW Day of ServiceAmerican Family Insurance, as part of its partnership with the University of Wisconsin – Madison,recently supported the Wisconsin Alumni Student Board’s Day of Service event held on April 24th.CAUSE The American Family Children’s Hospital ACTIVITY Collected and assembled crayons in zip-lock bags.PARTNERS Mark Tauscher and Greg Gard IMPACT 6,000 crayons were delivered to the hospital that day.Atlanta United results: The partnership with the second-year MLS property continues to yield positive results. The newly unveiled King Peach Kit sold • The team sits atop the Eastern Conference of MLS just under 1,500 units year to date. as of May 21 which is a large contributor to its games being both televised frequently and being largely attended at MBS both of which aid to the impressions gained of the AFI logo. • The team found instant success in its 2017 MLS debut season and has set MLS attendance records – including drawing more than 70,000 fans multiple times. The city’st love affair with the team continues.Social Media The short-form film “Road Trip” was released to align with National Brothers Day 2018. It was released in states and ran May 24 – May 27. · “Road Trip” reached a solid audience. Total impressions: over 5.2 million impressions in four days · “Road Trip” made people remember American Family. Estimated Ad Recall from social media was within benchmark of brand campaigns. · Jack made it personal. @AmFamJack shared a short, personalized video message about his own brother, to whom he donated a kidney, along with a link to view “Road Trip.” · Employees followed suit. Social activities generated 69 shares, 115 click-throughs, 93 engagements from shares, and @AmFamChamp Twitter generated 1,123 impressions, 1,002 video views, 160 total engagements• Developed Instagram Stories for AmFamChamp. 3• Added Facebook conversion pixel integration into amfam.com to support product retargeting campaign. This allows to track and attribute conversions such as Quote Request Form completes and agent search results back to AFI’s Facebook posts.• LinkedIn now has 10 content administrators from across the company and has delivered 48 posts in 6 months. This new approach allows for company-wide contribution to the content of the channel as well as keeping the channel fresh and up to date with company news and information.

Q2 PERFORMANCE RESULTSTesting and Accomplishments from Q2 for Direct Marketing• Testing an invitation layout for our New Movers program and a large envelope 9x12 for trigger campaigns• Rolled out an extended email nurture program going out to prospects who never converted from internet leads program.• Launched warm transfer calls to agents for prospecting.• Launched new online testing tool for Direct Marketing Pretesting• We are expanding on many of our email programs. One example is testing out follow up emails as well as brand integration content for our cross sell emails. • Sending out our daily HOME & AUTO Welcome email to those that do not open the first time and SHOW RESULTS following up on the third day to help increase awareness and AUTO A new auto-show platform was introduced in views. which 5,000 leads were garnered. Expansion • Customer Journey Slider was SHOWS will include additional auto shows in 2019. mailed in June. IMPRESSIONS TOTALED 15.8 MMARKETING U RESULTS Digital = 484K | Media = 10.4M | Onsite = 4.9MMarketing U continues to build our marketingacumen in a collaborative atmosphere with the HOME • 10 home showscompletion of The Digital Ecosystem (May 30-31). • Piloted lead-tiering process SHOWS • Identifies prospects who are more like to become customers and how far along they are in their purchasing journey. CHATBOT RESULTS Abby, our AmFam Chatbot serviced auto hail claims · In Market: End of April · 8 days of storms: 344 Successful submissions4 · 93% Success Rate

CONSUMER MARKETING FLOWCHART JULY AUGUST SEPTEMBER Brand: TV, Radio, Digital, Search, Social & OOH Homeowners: TV, Radio, Digital, Search, Social & OOH Farm/Ranch Campaign: Radio, Print, Digital, Search & Social Auto: Digital, Search, & Social Small Business: Search Life: Search, Social Renters: Digital, Search & Social Habitational: Digital & Search Tier 3 Social Campaigns: Social Hispanic Heritage Month Life Insurance Awareness Month Big Dream Gathering Big Dream Gathering DreamBank Local Events Summerfest DreamKeep Rewards Farm ShowsHISPANIC HERITAGE MONTH Event: Impact: 5 One-day summit on September 13th in Phoenix, AZ Inspiring and equipping the audience with stories and tools to help overcome challenges they may Partner: face in pursuing their dreams and helping others. Eunique Jones Gibson Integrated Consumer Campaign: Activity: Strategic placement of content across digital and social platforms. Programming focused around young dreamers, brand ambassadors and local leaders and organizations.

Q3 INTEGRATED CONSUMER CAMPAIGNSNEW! NEW BRAND CAMPAIGN LAUNCH IN Q3 Integrated marketing continues to develop and execute advertising campaigns to drive brand health and customer acquisition. Our initiatives leverage two differ- ent strategies, storytelling and story enablement, to increase brand awareness amongst insurance consumers and generate product quotes. In Q3, successful creative like “Son” (pictured on the cover) will continue, and new campaigns such as the upcoming television spot titled “This” (pictured at left) will launch. “This” will be unveiled first to the field at the All American 2018 conference in Nashville, and then go into broadcast late July. New brand advertising will launch late summer. Storytelling like this helps drive brand awareness. • The new campaign will highlight the American Family Insurance brand. • The messaging will instill optimism, while reaffirming the positioning of the company and brand as the champion and protector for dreamers. • This will complement the other campaign materials while creating memorability and goodwill. • The auto-themed film “Road Trip” continues, along with an auto quote campaign. • A new television spot “Son,” featuring a father and son, launched as part of the home campaign in June, along with tactical efforts designed to increase quote requests. • New advertising materials that promotes renters, habitational, life, and farm/ranch will also be added in Q3. Q3 Integrated Consumer Campaigns: The goal of the campaigns is to increase unaided awareness of AmFam, while also driving leads for the product line. Brand Campaign Target: Auto Target: Advancers, Explorers, Builders Advancers, Explorers Homeowners Campaign Target: Renters Target: Advancers, Explorers, Builders Advancers Farm/Ranch Campaign Target: Habitational Target: Small and mid-size family farms A custom mix of real estate-affiliated businesspersons Life Campaign Target: Explorers, Builders6

SPONSORSHIP & EVENT UPDATESFarm Shows Date City/State EventWe will sponsor three farm August 7-9 Redwood Falls, MN Minnesota Farm Festshows in 2018. Our new spon- August 21-23 Dakotafestsorship of Future Farmers of August 28-30 Mitchell, SD Iowa Farm ProgressAmerica will play a central role inour activations at these events. Boone, IA Green Bay Packers In Q3 American Family is staging a customer experience sweepstakes to generate leads, in addition to owning Dream Drive and developing a customer experience tied to the team’s 100th Anniversary this year. • 2018 Lambeau Field Experience Sweepstakes – 7/16 - 10/21 o 4 Outdoor club tickets to the December 9th game versus Atlanta, including hotel, transportation, food and more. • Packers Experience -- 7/26 – 7/29 o 65x60 activation space. Customer experience being finalized. o Presenting sponsor of Packers Legacy Theater • Dream Drive – the duration of training camp o Continuation of the adaptive dream fleet bike concept offering an inclusive experience for a young person battling physical challengesIndianapolis Colts Milwaukee Brewers St. Louis Cardinals 7The 2018 partnership with the property stays Brewers fans can go to amfambrewers- Cardinal fans can visit our Buschtrue to form with a) lead generating sweep- fan.com or visit us at our Miller Park Stadium booth on July 27, Aug. 15,stakes, b) onsite customer-centric activation, booth July 20, 21, 23, 24 and 25 to Aug. 31, Sept. 15 or 16 to register forc) concourse signage and d) digital signage. register for a chance to win a trip for four a chance to win autographed mem-Activation concept currently in planning stage. to see the Brewers play the Nationals in orabilia from their favorite team. Washington D.C. on Aug. 31 and Sept. 1. The sweepstakes runs through Aug. 8.

BIG DREAM GATHERINGBIG DREAM GATHERING SEPTEMBER 12 TestingQ3 Venues Winona, MN college Winona State University venue AUGUST 27 SEPTEMBER 19 locations Denver, CO in August Waverly, IA University of Denver Wartburg College Location: Wartburg College Giveaway - Mitch’s book ignite with AFI-branded bookmark.ONE SATURDAY RECENT EVENTS COLUMBUS, OH –May 5 • Group projects (gardening, meal prep, etc.) @ largest Ronald McDonald House in the world • 170 agents & customers SALT LAKE CITY, UT – May 12 • Partnering with the Red Cross to install fire alarms in low- income neighborhoods • 75 agents & community members ST. LOUIS, MO–Sept. 29 MINNEAPOLIS, MN–Sept. TBD Packing school supplies TIER 1 EVENTS IN NOVEMBER and distributing LOOKING backpacks (5 cities, 5 days) UPCOMING @KidSmart AHEAD EVENTS8 25 individual agent-led events across 13 states

PRODUCT & AGENT FIELD MARKETINGEmail promotion was sent to customers NEW PRODUCT LAUNCHES! Credit Monitoring We are now expanding the identity fraud options available to our customers by part- nering with CyberScout to offer their proactive credit monitoring service. Customers can purchase this proactive protection directly through CyberScout via amfam.com at an exclusively discounted price. Hello Tech Hello Tech is a new smart home device installation service. HelloTech Experts help customers install, connect and troubleshoot their smart-home protection devices, with In-Home Tech Installation or Support on Demand. Ring video doorbell and FrontPoint’s wireless security system are examples of smart-home protection devices. Life Insurance Awareness Month The Life Insurance Awareness Month (LIAM) campaign will launch in September. This social-led campaign will capitalize on the 2018 Life Lessons American Family Scholarship* winner’s story to build on the idea that life insurance from American Family protects loved ones’ dreams and their financial futures so they can continue dreaming fearlessly. *The Life Lessons American Family $10,000 Scholarship focuses on college-age stu- dents who lost a parent with little to no life insurance and are struggling to pay for college. myDashboard Marketing Metrics To provide state leadership and agents quick visibility to their marketing metrics, coming in Q3, agents can go to myDashboard located on Field Compass to see key marketing metrics to monitor: • Investments for MOD items, Local Media Reimbursement and Internet Leads • Customer email percentage rate and social media engagement Information on these metrics will help agents and field management make informed decisions on the best ways to continue building their brands in their local communi- ties and growing their businesses. 99

AMFAM.COM & BRAND AMBASSADOR UPDATESAMFAM.COMKEVIN DURANT BRAND AMBASSADOR UPDATE: This summer, American Family will start a content production partnership with Thirty Five Media (TFM), co-owned by brand ambassador Kevin Durant. - Four-part series with candid conversations between key players from multiple industries - Common theme will focus on how technology and communication have changed the path to success for individuals and businesses. - Hosted on his YouTube channel, with over 650,000 subscribers - Promoted via his social media channels with millions of followersIn addition, watch for new social and digital content from JJ Watt and brothers late this summer as the football season nears. Project “HighWattage” will shine a light on all the great work the Watt family does to Inspire, Protect and Restore dreams of those in our community.10

DIRECT MARKETING & OPERATIONS UPDATESDIRECT MARKETING • Rolling out Transunion’s Driverrisk product for internet leads. This test will suppress internet lead auto prospects with poorSome exciting things to look forward to in Q3: driving history from the purchase process in to support our path to profitability.• Re-platforming with Acxiom which will help centralize our data. Along with this re-platform, we will be pulling data from C360. Overall the outcome will be faster implementation of campaign list pulls. We will be changing from monthly data transfers to daily. We are also reducing the vendor handoffs in this process.OPERATIONS Resources, tools andOur new, refreshed and robust Marketing intranet More templates Fieldsite has launched! muaprdkaetteinsg resourcesAs part of a continued focus on improving (toolkits, digital & social tools, advertisinginternal communication & collaboration, More direct guidelines & more) Industrythe intranet site features: navigation insights A new NEW Marketing Intranet Website look and feelCROSS-DIVISION PARTNERSHIPMarketing, Content Strategy and Design is continuing to partner with:• Product Marketing on creating educational videos featuring our Home, Farm/Ranch and Life product offerings. We are also creating videos that feature the Dreams Restored Program, My Account and MyAmFam app. The videos are published on AmFam.com and are available to agents in Hearsay Social. As of 2018, 10 videos have been created with 15 more in the works.• Talent Acquisition to update and create new marketing materials that will assist with the recruitment of all new agents and attract the next wave of agency business owner talent to American Family. These efforts will include enhancing agent recruitment webpages on AmFam.com, updating agency business owner brochures, creating email templates and several additional initiatives.• Communications to repurpose internally created employee/agent stories for AmFam.com. By featuring these stories on AmFam.com, we 11 can highlight powerful stories of our employees and agents living purpose-driven mission. Once published on AmFam.com, we will have the opportunity to share these stories through social media and email platforms.

KNOW SHAREDREAMBANK Make sure to follow American Family on Facebook, Twitter, Instagram and YouTube. Be sure to share the content with your friends and followers. Our AFI Social Media team isIn August, DreamBank is a Forward Fest developing content for:participant at the new Spark location. This isWisconsin’s largest technology and Summer Instagram Story and Alex 2018 Packers DreamDrive will feature:entrepreneurship festival. Guthrie interview o 360 video and Instagram storiesIn September, DreamBank closes on the The Players Tribune video series o A celebration of the Packerssquare, with the last event at that location on 100th AnniversarySeptember 23.KAIZEN EFFORTSKaizen efforts are taking place across the division to identify future process improvements. Contact Maria Morris for more details.DO Visit Bucky on Parade! It is a free public art event bringing 85 life-size Bucky Badger statues to the streets of Madison and Dane County to support local charities. American Family is an event sponsor, with a Bucky titled “Spark A Dream” painted by Mount Horeb, Wis. artist Barbara Westfall. MCSD supported the Community Investment team with oversight of our Bucky design. The AmFam Bucky is located right outside DreamBank at 1 N. Pinckney. After Bucky on Parade concludes on September 7, our Bucky will have a permanent home inside the new Spark building on East Washington Avenue in Madison.