Kristen Fraser joined Aflac as the Manager of Marketing Public Relations in February 2014, and since starting at the company she has played an integral role in executing some of Aflac’s most creative and successful communications efforts of 2014 and 2015.
At the beginning of 2015, she played a key role in Aflac’s largest, most integrated marketing campaign to-date, One Day Pay (ODP). The initiative, which allows the company to process, approve and disburse payment to policyholders for eligible claims within one business day, was introduced on February 8, 2015. Fraser’s role in the launch was to lead the strategy and development for consumer public relations and social media.
With the goal of reaching a broad demographic, particularly millennials, Aflac established a partnership with The Recording Academy, which hosts The GRAMMYs. To maximize the partnership and generate awareness for the initiative, the live broadcast of the 57th Annual Grammy Awards was used to launch the new campaign with a commercial during the show’s breaks and an appearance by the Aflac Duck on the red carpet.
Supporting the launch, Fraser led a real-time activation on Twitter and other social channels with content surrounding the Aflac Duck’s attendance at the GRAMMYs and the ODP announcement. This generated more than 8.9 million social media impressions and more than 402,000 engagements.