A multi-brand organic plan for a fictional insurance group, built on short real-life scenarios and the agents behind them. People trust people, so the agents are the face of all four brands.
Each brand keeps its own audience, voice and goal, but they share one creative team and one weekly shoot.
Each week one agent hosts a "What happens when…" scenario. It's filmed once, then told from each brand's angle.
Mockups only. The Reels play in your browser: scene, problem, what the agent does, one ask.
Acted scene, not a real claim
LinkedIn builds the agents' personal reach. Facebook builds the local community.
"Take the photos before you need them."
Free printable in the comments
One scenario a week, tied to the season. Agents film on Monday; I schedule by Wednesday.
| Week | Scenario | Group | Home & Auto | Life | Business |
|---|---|---|---|---|---|
| Week 1 | A storm hits your street | Meet the agent (YouTube + LinkedIn) | Scenario Reel, checklist post | "What really matters" Reel | Owner story carousel |
| Week 2 | Your teen starts driving | Agent tips post | Scenario Reel, FB poll | FB post: protecting a growing family | IG Reel: staff using their own cars |
| Week 3 | You buy your first home | Partner post: working with lenders | YouTube walk-through, 2 Reels | Reel: new home, new plan | LinkedIn post |
| Week 4 | A customer slips in your shop | Recruiting post: "a day as an agent" | Story Q&A | FB post | YouTube scenario, LinkedIn carousel |
What I'd hand your editors and AI specialists before each shoot, so feedback is about the goal, not taste.
Growth comes from answering people, not just posting.
Filled in every week from Meta Business Suite, YouTube Studio and LinkedIn analytics. Numbers are left blank on purpose. A monthly report adds trends and next month's plan.
| Metric | Group | Home & Auto | Life | Business | Why it matters |
|---|---|---|---|---|---|
| Reach | — | — | — | — | Are new people seeing us? |
| Engagement rate | — | — | — | — | (Reactions + comments + shares + saves) ÷ reach |
| Click-through rate | — | — | — | — | Clicks to the quote or booking page ÷ impressions |
| Follower growth | — | — | — | — | Net new followers, per platform |
| YouTube avg. view duration | — | — | — | — | Do people watch the answer, or leave? |
| Quote / booking requests from social | — | — | — | — | From UTM links + the CRM |
| Comments + DMs answered within 24h | — | — | — | — | Community health, and leads not missed |
Each report ends with 3 lines per brand: what worked, what didn't, what we change next week.
Each test changes one thing, so the result tells us what to do next.
A starting checklist only. I'd swap in your own compliance rules and approval steps in week 1.