Despite the company’s long record of philanthropy, Aflac sought in recent years to increase awareness of its corporate social responsibility (CSR) efforts. Knowing that the success of any company depends on a favorable reputation, Atlanta-based communications firm KWI developed a robust, multi-channel campaign leveraging traditional and social media.
After developing a strategy and key messages for the Aflac initiative, KWI identified numerous opportunities for company executives to tell Aflac’s CSR story. Results include feature placements in The Wall Street Journal, CNBC, and the Associated Press (picked up by the New York Times and 260 other outlets). KWI earned additional coverage for Aflac in Forbes, Fortune, The Atlanta Journal Constitution, Yahoo Finance, and Fox Business.
KWI’s Facebook strategy aligned Aflac’s content to measurable reputation metrics. This allowed for in-depth analysis and adjustment of the company’s social media focus. High-quality, engaging content drove Facebook users to the company’s website to learn more and take action, such as participate in charitable fund raising. The performance of Aflac’s Facebook page exceeded campaign goals, reaching a new milestone — one million monthly impressions. For the first time, the company also exceeded its annual philanthropic giving goal (which is dependent on online interactions).
Not only did the public’s perception of Aflac’s reputation see a documented boost, but the company also logged record quarterly sales less than a year into the campaign.
