Aflac takes millennials behind the scenes at the Grammys

Millennials are at an age where many feel invincible, making them a prime target for Aflac, the supplemental insurance provider. To capture millennials’ attention, Aflac partnered with the Grammy Awards, positioning the iconic Aflac Duck as a production assistant. The results have earned Aflac first place in the “Social Media Campaign” category of Ragan’s 2017 PR Daily Awards.

This concept took followers behind the scenes—a favorite perspective of the target audience—and demonstrated how “the Aflac Duck was on hand to help manage any unexpected surprise throughout the awards show, ensuring people were able to continue enjoying what they love.” The parallel is obvious: Aflac policyholders can continue doing what they love because Aflac covers unexpected medical costs. 

Content was prepared in advance but shared in real time; the team of community managers and social strategists monitored conversations, relaying content to copywriters and art directors who crafted content to supplement the prepared material, driving up engagement. 

One single tweet became the highest-performing in Aflac’s history, with more than 3,000 likes and 1,000 retweets. In all, Aflac’s website traffic increased 12 percent the day of the ceremony, and over a two-day period added 3,100 new social media fans. The organization carried an 84 percent share of voice against leading competitors during the campaign. 

Congratulations to the team that pulled off this social media achievement: Brenda Weigel, Matt Orr, Catherine Budzynski, Krisen Fraser, Michele McMullin, Jennifer Walker, Joe Ladd, Abagael Salembier, Colin Nichols, Slate Donaldson, Jason Liberatore, Ryan Mitchell, Curtis Chapowski, Janet Caputo Karp, Roze Privany and Sarah Schneebaum.