Average number of pages per visit 3.41 – up from 2.96 in 2009
More than 148,000 downloads – R&A at 13,635 downloads
“ YOU ARE THE BIG PICTURE” Anatomy of a corporate social media campaign
You Are The Big Picture
Followed 2009 rebrand which brought Aviva group businesses under the Aviva name
Tough environment for financial services with consumer trust at an all-time low
launched in October 2010, Aviva’s first truly global campaign
built around a key truth - putting customers at the heart of everything the company does
insurance is not just about policies and pensions - it is about people
You Are The Big Picture
demonstrate the scale of Aviva’s commitment to being more human and more customer-focused
bring to life its brand promise to recognise the needs of its customers better than any other insurance company.
it commissioned giant portraits of customers, employees, business partners and community members throughout six major cities across the world
wrapped buildings such as Sea Containers House in London and the CNIT building in Paris with these simple, powerful images
Goals BUSINESS OBJECTIVES GLOBAL BRAND OBJECTIVES CAMPAIGN OBJECTIVES
Develop and grow a single strong global brand in order to:
Unify the business
Develop customer focused innovation
Optimise communications spend
Deliver stature and scale
Enhance and support regional BAU activity and provide support to markets
Bring to life the brand promise and deliver tangible evidence of NORYLA
Own emotional territory of Recognition
Get global influencer audience to take notice and recognise Aviva’s differentiated positioning
Help drive awareness and consideration amongst a broader consumer audience
Increase employee engagement with delivery of brand promise and boost pride in the organisation
Support and boost effectiveness of local BAU activity
Audience hierarchy: talk to somebody in order to talk to everybody I nfluencers : (C-Suite, Investors, Analysts, Journalists) Financial mavens Customers overheard overheard Internal Bulls-eye
Executional idea People Partners Customers Community Shining a light on the stories of the people at the heart of Aviva
What YATBP was all about
Telling a story
Through print and online advertising, editorial media coverage and a campaign website - youarethebigpicture.com - Aviva revealed the stories behind the pictures, stories that showed how Aviva employees had gone the extra mile for customers
Encouraging people to engage with an advertising campaign is harder than ever
So Aviva looked at transforming its core marketing concept into an integrated campaign
PR company suggested what seemed a small modification, but it became significant
In each of the six cities, Aviva would dedicate one of the You Are The Big Picture buildings to members of the public.
Social media - Facebook
People could upload their photos through the You Are The Big Picture site or a Facebook campaign page, They would be projected on to a landmark building in one of the campaign cities.
The campaign gave thousands of people a chance to have their own moment of recognition - a kind of democratisation through social media.
Linking You Are The Big Picture to Facebook was a natural fit. The online campaign was based on community-building and the easy sharing of photos and personal experiences afforded by the platform.
As the portraits were unveiled, Aviva capitalised on the moment by using a FB advertising roadblock to drive 5,000 photo uploads to the site on the first day of the campaign, injecting energy into the emerging community.
After that, as the campaign unfolded, Aviva kept followers engaged through Facebook and Twitter conversations and daily blogs.
Social media - You Tube
To let people watch their moment of fame from anywhere in the world, Aviva partnered with YouTube and livestream, creating a simultaneous live projection stream. Video cameras were set up at the sites to capture and broadcast all the projections online in real time
When participants signed up, they received a personalised video that showed their photo being assembled piece by piece on a city building
When their real-life projection was scheduled, they received an email telling them where and when their portraits would be projected. They could then watch live or on YouTube.
Finally, they were sent a photo of their projection moment as a memento of the experience - something that many chose to share with friends on Facebook or Twitter.
To generate buzz and conversation around participation, we targeted audience groups that were likely to take an active interest in photo projections, such as photography enthusiasts, fame seekers and unsung heroes.
Together with the social media activity, real-life experiences were created near the buildings where the giant photos would be projected
Outside London's National Theatre a pop-up photography studio was built, giving people a chance to have their portraits taken by Patric Shaw, the internationally renowned photographer behind the ad campaign
These were projected on to the theatre and featured in the Facebook gallery.
Highly ambitious integrated campaign which made social media central to its strategy rather than a tactical delivery mechanism. The campaign was delivered across many online and offline channels, but these channels were all tied into each other
People who uploaded pictures to the campaign website could share them on Facebook or Twitter, and comments on YouTube videos appeared on Facebook
Joined-up approach ensured Aviva captured the maximum value from each interaction
Agency partners had to work in a joined-up way - often blurring the traditional boundaries between above-the-line and below-the-line thinking and delivery
Robust moderation and management process protected Aviva from risks of projecting inappropriate content
Getting people to participate in a campaign rather than simply observe it was much more powerful
People who shared their photos developed a much stronger and deeper affinity for the brand than it could ever have expected through a one-way campaign
Aviva added substance to the creative concept and a further incentive to take part by binding corporate responsibility into the campaign
For each photo uploaded, Aviva donated £1 to Save the Children as part of its Street to School corporate responsibility programme, which helps street children back into education or training
Formed part of Aviva’s five year commitment to help 500,000 children worldwide fulfil their potential and to raise awareness about the plight of street children, a group largely unrecognised by society
London Wrap Buildings SEA CONTAINERS HOUSE NATIONAL THEATRE ST HELENS
London People’s Building
Deepening relationship with National Theatre: NT Live sponsorship
3 year global sponsorship program agreed with NT live
“ As live” screenings of National Theatre productions
Played in 320 cinemas in over 20 cities world wide
Targets the influencer audience
Film explaining “YATBP” campaign and Aviva sponsorship to be played before performances
London Outdoor – special builds
London Outdoor - Waterloo
Outdoor – Norwich
London launch press
Paris wrap buildings THE CNIT BUILDING OPERA GARNIER
Paris launch press
Warsaw wrap buildings WSIP MILLENNIUM PLAZA HOTEL INTERCONTINENTAL
Drive to projection mechanic via Facebook partnership
D edicated reach blocks to drive to Aviva pages for participation in the projection
Targeted low cost CPC buys along with dedicated behavioral targeting to drive to upload mechanic in Facebook
Homepage Ad Ad Space Unit
Distributing YATBP content to target audience via dedicated YouTube Channel
B espoke Aviva brand channel hosting all YATBP content
Permanent traffic drivers via YouTube ads, the Google Display Network and specific keyword targeting
FT The Analysis Review
As a media first and unique partnership with Aviva, FT.com launched a new editorial video and interactive franchise
Consisting of a feature video programme published online, The Analysis Review was a regular panel discussion amongst FT journalists and editors who have ‘shaped’ the contents of the Analysis page in the FT over the previous two weeks
Aviva took launch sponsorship, including all advertising takeover and pre/post-roll
Aligned Aviva with a new FT editorial franchise of the highest impact
“ Future Prosperity Panel” – providing content and engagement with influential audiences
Partnership agreed with Economist Intelligence Unit
Currently finalising themes and short list of panellists but so far confirmed are: -
Alain de Botton – Writer Jane Fuller - Financial Consultant
Matthew Taylor – CEO Royal Society of Arts Rama Bijapurkar – Writer / Commentator
Carl Honore – Journalist Diane Coyle – Freelance Economic Advisor
Pawel Swieboda – President of Centre for European Strategy Ann Pettifor – Economist / Author
Simon Tay – Professor of Law / Author
Will build upon Aviva’s existing thought leadership work such as IIWG, CAS, Europe Savings Gap research
Output will be recommendations for Aviva, other FS providers and private sector, demonstrating how they can support
Reform/ behaviour change among consumers
4 October - Announce Think Tank to media
- Think Tank will convene for first time
January - Preliminary report available for Davos
c.April - Full report available, in time for Phase 2 of global campaign
Internal Engagement Programme
YATBP digital overview
Received almost 300 pieces of UK and international media coverage in a six-week period - 96 per cent mentioned the projections and 82 per cent drove readers to youarethebigpicture.com.
C overage extended far beyond Aviva's sector, and included publications such as Photography Monthly, Confetti.com and Netmums, with many backing the campaign on Twitter and Facebook. For instance, when Closer magazine tweeted about the campaign, clicks increased 20-fold.
Also built on the buzz by approaching key commentators. This generated positive, in-depth reviews in the Financial Times, Metro, Brand Republic and Campaign, and from 14 of the top 100 most influential bloggers, many of whom charted their personal campaign projection journey, from uploading their photo to receiving their shareable video and watching their projection live or on YouTube.
The campaign drove a significant increase in brand consideration, spontaneous awareness and brand perception statements, and there was a strong public response. By the end of our eight-week global campaign, more than 59,000 photos had been uploaded by members of the public, 54,000 of which were projected. Some 1.8 million people visited the campaign's online hub from 160 countries around the world. Aviva previously had no presence on Facebook, but had an active community of 57,000 individuals by the end of the campaign.
You Are The Big Picture - results
By the end of the eight-week global campaign
more than 59,000 photos had been uploaded by members of the public, 54,000 of which were projected.
Some 1.8 million people visited the campaign's online hub from more than 160 countries around the world.
Aviva previously had no presence on Facebook, but had an active community of 57,000 individuals by the end of the campaign.
479,520 Youtube channel views
8,723 hours of video view in London alone
2010 photo uploads raised enough money for Save the Children to fund two mobile learning centres to help some of the hardest-to-reach children in Calcutta.
Aim to reach 3,000 out-of-school children over a period of two years
Close to 1,000 underprivileged children to be mainstreamed into formal education
You Are The Big Picture, a ‘One Aviva’ global campaign that was...
Strategically spot on
Resonated with audiences in research
Simple, yet ambitious
Universal but localised
A legacy of great, shared assets
Aviva at its best
Update - 2011
Returned in September 2011. Four key elements:
The flytower of the National Theatre’s Lyttelton Theatre provides the backdrop for thousands of people to share their own moment of recognition.
New advertising unveiled at Paris Charles De Gaulle and London City airports featuring stories of Aviva customers, employees and business partners.
Renewed pledge to raise funds to help street children through people’s participation in the campaign – Aviva donating £2 per photo submitted to Save the Children.
Partnerships with some of the world’s most influential publications – including the Financial Times, Time and the National Geographic.
Community of more than 300,000 Facebook likes
Powering the conversation - making it human Dedicated campiagn social media manager - Becca Sibley [email_address]
Managing Director, Brandex Insight
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