Thimble Insurance

As part of my copywriting role at Thimble Insurance, I was responsible for ideating and producing creative content across Twitter, LinkedIn, and Instagram.

Screenshot of a Twitter post by Thimble with a green pushpin icon, reminding users to sign documents with 2022, posted on January 3, 2022.

The Ask

A stick figure with labels pointing to it: 'small business owner', 'woohoo', 'high five', and 'a nice thimble'. A green, cartoonish thimble character with arms, legs, and a smiling face, labeled 'insurance', stands next to the stick figure.

The Problem

How the f*ck do you make a business insurance company’s social media presence exhibit thought leadership, education, and fun?

This LinkedIn post received 2k+ impressions and had a 3% CTR to our Careers page. Oh, and I made it in MSPaint. Our designer (and her new baby) were so proud.

The Strategy

  • Create four main content pillars: Diversity, Equity, and Inclusion, Small Business Humor, Editorial, and Spotlights (Customers + Thimble Employees)

  • Make small business owners the heroes of Thimble’s story via individual customer spotlights

  • Connect with customers via relatable small business owner humor

  • Celebrate diversity in the small business community

  • Empower small business owners with accessible resources and business insurance education

  • Showcase the employees behind the insurance and give insight to jobseekers on our values, people, and culture

July 4th, 2021

Collection of green-themed social media posts and quotes about business, finance, and success.

July 5th, 2022

A collage of multiple screenshots from a social media or presentation app, including text, photos of people, and graphics promoting small business, support for black-owned businesses, and celebrating Father's Day and Pride.

Instagram saw a 30% follower increase.

  • “Sometimes you forget that they’re an insurance company and it feels like you’re following a business-savvy friend.” - CoCo, Thimble customer

  • “I decided to apply to Thimble because I saw how much you genuinely valued diversity in the company and in the small business community on your socials.” - Thimble Job Candidate

  • A whole lotta laughs

A social media post celebrating Asian American and Pacific Islander team members, highlighting cultural backgrounds and favorite small businesses, with a quote about qualities valued in the workplace and an image of Julie V., Senior Editor, alongside her name and role.

The Result

A daily schedule titled 'Day in the Life of a Small Business Owner' with activities listed from 8 a.m. to 5:30 p.m., including waking up, drinking coffee, client meetings, and TikTok teaching session, with some activities highlighted in green.
A humorous small clock with numbers and symbols, featuring a message that says "Would you look at the time?" and "It's protect your small business o'clock"

Sometimes we sold insurance too.

Here are a few of my favorite assets we produced for paid social and product launches.

Comparison of two images showing cats with humorous text about small business insurance. The left side shows a cat yawning at a computer with the text, 'When getting small business insurance takes 5,000 years.' The right side shows a relaxed, smiling
Quote saying, 'I love when getting small business insurance takes 5000 years,' with a green heart emoji, a dollar bill with wings emoji, and text at the bottom referencing Thimble.
Screenshot of a webpage titled 'Instagram Highlight' with three columns discussing business policies, commercial property, and BOP insurance. The page includes green icons and cartoon dinosaurs, lightning bolts, and a green button at the bottom.
A digital graphic promoting business owner's policies on social media platforms, featuring a stylized yellow lightning bolt hitting a green package, with text highlighting insurance options like general liability, commercial property, and business in