According to Ipsos (2020 brand-tracking tool), trust is one of the most important variables when taking out insurance, especially when you are newcomer, you are 100% online and a large part of the market still has barriers, prejudices and habits. Faced with a skeptical consumer, we developed a long-term communication strategy in social networks, based on pillars that aimed to reinforce the brand’s trustworthiness in each communication. From different places, leveraging fresh narratives and in line with a disruptive service, we sought that balance between business strength and brand empathy that gave RRSS communication a distinctive stamp.