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Two recent events surely helped shape Aflac’s digital buying strategy over the last thirty days: The Grammy’s & Valentine’s Day. How do these two events even mix? Millennials most likely watched the former and celebrated the latter, even possibly with a proposal. In an effort to appeal to “lifestyle” heavy millennial consumers, Aflac ran many creatives using that very term. From marriage to music, if there is a way to capture the attention of a generation that has expressed anxieties about life and health insurance, Aflac is trying to find it. Here’s how they’re doing it.
Two days prior to The Grammy’s, Aflac (an official partner) released a campaign featuring their famed duck mascot with a bowtie, posing on a red carpet. The display creatives, placed on YouTube’s homepage, People, and Pandora, state: “Aflac helps protect your lifestyle so you don’t miss a beat.” The low commitment call-to-action, simply a click to learn more, in a bright orange color, keeps consistent with the brand’s typical style of creatives, while the messaging was targeted towards a millennial demographic. The largest investment in this campaign was on this creative placed on People and People StyleWatch sites, released on the day of the actual Grammy’s. Aflac invested $13,800 on the creative, returning 1.4M impressions:
A couple of days later on February 15th, Aflac followed up on potential Valentine’s Day proposals with a wedding themed campaign. The brand put some serious dollars behind a Mashable homepage takeover with creatives that featured a bride and groom kissing at the altar, with the text, “Health Changes. Your Lifestyle Shouldn’t.” To a millennial generation that has concerns about debt and the future, Aflac capitalized on those post-engagement or newlywed emotions about financial security (note the term “lifestyle” was used again). The brand also targeted this entire campaign on a publisher that counts millennials as one of it’s largest audience segments, and also a publisher that is not popular with Aflac’s competitors. So far in 2017, Aflac has been the top insurance brand advertising on Mashable, seeing only little competition from Allstate.
Source: Pathmatics US Data. Screenshot captured on 2/15/17.
Click below to download Aflac's entire display strategy over the last thirty days including spend and impression insights, top creatives, publishers, adtech partners, and more.