View Larger ImageRewriting Branding Rules: Aflac Duck Tweets the Truth 
By Aflac
Millions of Americans are aware of the Aflac Duck. Unfortunately, those same Americans are far less aware of Aflac's specific products, value propositions, sponsorships or philanthropic efforts. We saw a unique opportunity to extend the Duck's influence beyond the traditional :15/:30 TV format. By giving the Duck a voice on Twitter, we were able to capitalize on the momentum that Aflac has built up over the past ten years, and launch him into a sphere where he has the opportunity to engage users legitimately as Aflac's number one brand acolyte
We combined the natural element of humor of an intelligent spokesduck who observes the advantages and disadvantages of being a duck in a person's world with messages of brand awareness. And, Twitter being what it is, followers have delighted in the ability to engage in a real time conversation with their favorite duck whenever they want.
Results: Prior to launch of the Duck's Twitter page, an Twitter conversations involving Aflac averaged 5 per week. In four months, Twitter conversations (excluding the Duck) have increase 100-fold to more than 500 per week. Further more, according to focus groups, users who interact with the Aflac Duck in a social sphere have a demonstrably greater understanding of Aflac, its products, and its philanthropic efforts.
To help define Aflac's products, sponsorships and philanthropy in the minds of consumers, the Twitter page highlights Aflac's other marketing initiatives from the authentic viewpoint of the one who is integral in making those initiatives successful - the Duck. It brings the power of a mass media campaign to one-on-one interaction and creates a lasting impression with every user engaged by the Duck.
The Duck's Twitter page gives Aflac the ability to interact with users in their space in real-time and on an individual basis, including the ability to comment when Twitter users offer 140 character testimonials praising Aflac.
April 2009 to Present
