Once Aviva had identified priority customers, they then looked to optimise the engagement action and content for that individual enabling them to drive high quality leads and ultimately retain more customers.
Email and DM were key channels as they allowed us to be highly targeted. This activity was complimented through paid media which sought to reach these people outside of their mailboxes with engaging personalised content offering an easy route into the advice journey.
The creative concept used positive and empowering language, allowing us the freedom to deliver different messages with ease. We targeted each audience with a relevant hook and backed it up with the affirmation – you can with a plan.
Imagery was both evocative and emotive showing people during a moment of contemplation, doing an activity they enjoy. It created a feel of a tomorrow just as the customer wants it to be, thanks to having a plan in place with Aviva Financial Advice.
The campaign was well received across all audiences and media channels with the social media element performing particularly well, generating a total of 649.5K impressions and 854 link clicks in the first month.