AIA – Go AIA Campaign
“Past, Present & Future you” creative concept which means “AIA GO Plan” Grows with you was delivered for the young professional, it offered a full REAL LIFE content to provide users with a synthetic effective approach, delivering a total engaging consumer experience. Plus, it developed a well-rounded strategy to widely reach people online and interact with them in social media and website, finally to assist AIA in meeting sales deal.
The campaign aimed to effectively engages its consumer markets through an integrated marketing strategy. Firstly, built connections including online ads, paid and organic search, corporate website to reach target audience.
Then, ensured social media (photo upload contest, polling and game) were the key touch points, receiving traffic from the mini-site. In the long run, the mini-site acts as an engagement hub to connect with prospect and customer with customer driven content. And last, after enough interaction accumulation, generated leads via valuable publicity from user contribution for further actions.
During a short period, the mini-site had act well as a pioneer to drive all movements on Facebook fan page, which added fans from 0 to more than 10 thousand in 3 months period, and its engagement rate has been pushed to more than 100% amazingly. In such an effect, the Go AIA minisite with social platform has success fully seized the hearts of the youth and created countless active and positive responses.