Aflac Duck Social Strategy & Campaign

Managing content strategy for the Aflac Duck meant solving a problem most brand mascot accounts never face: the character had genuine cultural currency independent of the product, and the audience's relationship with the Duck was more personal than their relationship with supplemental insurance. Real-time content and trending hashtag activations grew the Duck's Facebook community 36% YoY and generated 3.8M+ engagements. During this period, Aflac climbed 31 spots to be named a Top 25 Brand by American City Business Journals — the highest ranking of any company in the Financial/Insurance category.