How Lemonade built next-gen brand trust with Sprout Social

Lemonade offers a wide range of insurance products, renters, homeowners, car, pet and life, all powered by an AI-driven platform. Where traditional insurers rely on paperwork, Lemonade helps people get insured in minutes and their claims paid in seconds.

“Insurance isn’t a naturally ‘social’ category,” notes Brian Burnham, Brand Manager at Lemonade. Customers generally don’t seek out or expect routine interaction with insurance brands on social media channels. Cutting through this apathy and building emotional connection in a low-interest space is the Lemonade team’s biggest challenge, and opportunity.

Lemonade aimed to be intentionally disruptive: they abandoned the traditional insurance playbook and instead prioritized entertainment, humor and cultural awareness, producing content that balances wit, empathy and honesty. This unconventional approach, coupled with timely and responsive customer interaction, is central to their strategy.

For Lemonade, success isn’t just about follower count. Their goal is to build cultural relevance and trust, which ultimately translates to brand equity.

Making social the pulse of customer insights

Lemonade has relied on Sprout Social as its hub for publishing, reporting and community management since 2022. The team finds it easy to stay loyal to Sprout because it is a platform that keeps evolving, always rolling out new features and improving functionality. Its robust integrations with social networks allows the Lemonade team to streamline their publishing workflows and consolidate performance reporting. When they do need help, Sprout’s customer support team is “fast, knowledgeable and genuinely helpful.”

Lemonade approaches social as “an ongoing experiment”, and Sprout is the lab that brings data and structure to their creative strategy.

“Being able to jump in and see how content is performing across channels makes it easier for us to know if a piece of content or campaign is performing well,” says Burnham. Lemonade tags incoming messages to organize Sprout’s real-time data on the topics, products and experiences that are driving the most conversation. Sprout’s sentiment analysis provides another layer of insight into how customers feel about Lemonade’s topical posts across their different offerings.

Sprout helps us craft insightful takeaways about the pulse of our customers on social. We understand their pain points and what resonates with them.

Brian Burnham
Brand Manager

Proof that creative risks–informed by data–pays off

Since launching their refreshed content strategy, Lemonade has seen dramatic, quantifiable success, proving that their focus on relevance drives tangible results.

On the content side, their data-driven strategy and pivot to entertaining content resulted in massive audience engagement. The shift yielded a 758% increase in impressions and a massive 1,373% increase in engagements between November 2024 – November 2025 compared to the previous year. This growth validates Lemonade’s creative risk and solidifies their cultural relevance. For instance, their Covered by Lemonade x Kozo Tattoo Contest, a cross-channel campaign inviting people to cover up their regrettable tattoos, generated massive engagement.

This success demonstrated that even insurance can authentically participate in popular culture conversations when the messaging is truly human.

Using Sprout’s Smart Inbox and automation capabilities, the Lemonade team delivered on their brand promise of speed and transparency. They nearly perfected their social response time, achieving 99% of messages actioned within 24 hours in Q3 2025. This marked a significant improvement from the 66% response rate seen in the year prior.

Sprout’s custom reporting has been instrumental in securing strategic buy-in and proving social’s positive impact on the larger business. The ability to tailor reports for different stakeholders and different time periods keeps teams aligned and leaders informed, from brand and creative to customer support and executive leadership.

Delivering delightful experiences through a unified platform

For Lemonade, social is where brand trust is built in real time, and Sprout gives them the structure to scale that strategy thoughtfully. The company believes that people buy alignment, values and voice, making social media a key part of their customer experience and lasting credibility in customer relationships. By embedding humor and cultural fluency into their content strategy, they demonstrate the empathy and humanity required to secure lasting brand loyalty.

Looking ahead, Lemonade is focused on refining its use of Sprout Social Listening, recognizing the potential of expanding their social intelligence capabilities to further inform strategy across teams.

Sprout gives you the structure to scale social thoughtfully without losing creativity. It’s robust enough for data-driven teams and intuitive enough for creative ones.

Brian Burnham
Brand Manager

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