Giving the Aflac Duck a voice on social media

Stephen Whiteside

This event report discusses how Aflac, the insurance provider, has given the iconic mascot from its TV spots a voice on social media – a process based around a detailed "Duck dossier".

Giving Aflac's Duck a voice on social media

Stephen WhitesideWarc

Most brand custodians have a playbook to guide their social-media strategies, but only Aflac relies on a "Duck dossier" to ensure its output takes flight across sites like Facebook and Twitter.

The insurance provider's duck mascot has been a much-loved fixture in TV commercials for 15 years. Its presence on Facebook and Twitter dates back to 2009, with Instagram following four years later. And such interactive platforms, according to Kip Havel – Aflac's vp/communications and content marketing – allow the firm's avian ambassador get involved in "multiple narratives" online....

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