The business-winning Aflac Duck campaign that we created and the brand expanding effort we led fro over 12 years - including all aspects of digital and social media - is in textbooks, the Harvard Business Review, on the Advertising Walk of Fame and top of mind of consumers. Aflac was little known brand with 30% awareness, after having spent $40 million a year fro 10 years. In just two years of the duck campaign, Aflac went from a $4 billion to an $11 billion company, and as the EO to ld NBC. “all that changed was the advertising.”
This highly successful campaign continues to this day.
Click here to see our interview for the Advertising Icon Museum. For those of you with a short attention span, you can find us at 3:19 in.
Aflac never had a business to business campaign until we suggested a B to B effort using the duck in a different way. They immediately were sold. Soon after the campaign broke, Aflac saw huge increases in the number of businesses offering Aflac to their employees.
Brokers control a lot of the action in the insurance business. However, Aflac's business model was based on their own sales force driving sales. This resulted in a still-thriving relationship for Aflac and insurance brokers.