Aflac's duck is coming to the rescue of a Facebook page near you. The insurance company has tapped New York-based VaynerMedia for the first time to spearhead a Facebook 360 effort that casts the brand's spokes-animal as a brave superhero in a comic-book style campaign. The animated video will debut on the social network on Tuesday.
"We want to engage our consumers the way they want to engage," said Keith Pellerin, VP-product management and innovation at Aflac, noting that Facebook 360 provides the best platform. "The superhero concept allows us to spotlight the great work that Aflac does in supporting its customers."
The ad is Aflac's first for Facebook 360 and will run for six weeks. Mr. Pellerin declined to say how much the company is spending on the Facebook campaign but noted that it is a "cost-effective approach." The Columbus, Ga.-based brand plans to support the new digital effort with additional social media outreach through Instagram and Twitter.
Last year, Aflac introduced its "One Day Pay" marketing message, which Mr. Pellerin said would continue to be a key element of marketing moving forward. In 2015, Aflac spent $115.9 million on measured media in the U.S., according to Kantar Media. The provider of supplemental insurance coverage, which has been using a duck in its ads since 2000, works with a host of agencies, including Publicis North America.