open rate on email in response to Hurricane Maria, with an overall campaign turnaround reduced from three weeks to an average of four days
cost per acquisition reduction for search
average increase in open rate on emails compared to previous year
With consumers becoming increasingly immune to the noise of standard marketing communication, 16 million customers in the UK and heritage of growth through acquisition, Aviva recognised they needed to focus reform on three things: its legacy of inherited disparate data sets, a disconnected marketing technology stack and restructuring a siloed organisation.
To remain relevant in the new world, Aviva had to completely shift focus from products to customers.
In order to speak to individual customers, Aviva needed all its data in one place, to rethink their approach to marketing. It was time to implement a People-Based Marketing model.
To make this bold and brave transition, Aviva partnered with Merkle to shift its marketing approach, moving away from traditional product-led marketing strategies to customer-centric communications.
Aviva chose the Adobe Marketing Cloud to enable this new strategy. By linking these technologies together information, insights and audiences could be shared and, for the first time, anonymous online data brought together with rich CRM data to drive personalisation. It wasn’t enough to simply implement the tech, Aviva needed to take a leap of faith and re-structure their entire way of working.
So, with Merkle’s help, Aviva took the bold move to completely reorganise a strong marketing department into multi-functional teams, making it a truly agile environment. Using the data, technology and organisational approach change, Aviva has determined not what product to sell, but what is right for the customer.
49% open rate on email in response to Hurricane Maria, with an overall campaign turnaround reduced from three weeks to an average of four days.
-70% cost per acquisition reduction for search. Through using a DMP to drive results, there has also been a 400% increase in sales through display with a 40% reduction in CTA.
+32% average increase in open rate on emails compared to 2016, with an average 3x response rate over the same span.
50% of outbound emails that are now automated by recognising behavioural rather than product triggers.
+494% increase in cross-sell quotes as more personalised journeys have been rolled out, with the figure set to increase.
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Pizza Hut HOT TAIWAN WAY Music Video
Cooperate with local popular rap group to produce the HOT TAIWAN WAY Music . Also film the music video to express the spirit of Pizza Hut brand.
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Amway Nutrilite Traceability Journey
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Watsons Taiwan Councilman Jia’s Event Book
We have made consumers more easily understood and impressed by homophony.
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Fubon Life See from the other side
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BWM Dentsu: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
dentsu X: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.