Our Social Media Strategy

The financial services industry has typically been slow to embrace social media, and until recently, Aviva was no exception. However, in 2010 the business recognized that social media presented the opportunity to build relationships and deep interactions with its customers and stakeholders. As a global brand, Aviva has taken a big step forward by creating and maintaining an ongoing presence on a number of social media platforms.

Our intention was to create interactive and engaging opportunities for consumers to come into contact with the Aviva brand outside of the annual purchase or renewal process, in a way that displayed our brand promise of individual recognition.

To kick-start this effort, Aviva embedded social media into its first ever global brand campaign – “You are the Big Picture” (YATBP). This brought to life the brand promise by featuring real stories of customers, employees, business partners and communities, via a high profile and impactful PR and advertising campaign.