Discovering the true purpose of an insurance brand on social media

 

Aviva Insurance

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Following a large-scale merger and acquisitions of several disparate insurance groups, Aviva became the 5th largest insurance company in the world. And with the recent reintroduction of their brand to the world as One Aviva, they came to us to better understand how their mission and vision manifested on social platforms. 

 

Worked alongside the Head of Planning on a 3 part social strategy, we conducted a deep dive of Aviva's business, audience, and channel thinking. After interviewing key stakeholders across the business units, auditing their brand sphere online, researching user needs, and mapping their social communities, our consulting work was played back to clients in the form of a solid new direction and plan for realizing their brand's purpose as a service in social media.  

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Contributions included:

• Defining the brand's social vision 

• Internal stakeholder interviews on business needs

• Thematic analysis interview outputs

• Trends landscape for the insurance industry

• Audience research consolidation

• User personas & need state analysis

• Scenario planning 

• Digital footprint audit

• Channel & content planning

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Agency: Skive 

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