Profound Marketing Strategy of Aflac – With Company Overview & Campaigns

Updated on: Nov 4, 2022
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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

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In our previous blog, we learned intimately about the marketing strategy of LIC.

In this article, we are going to elaborate on the marketing strategy of Aflac.

 Reason for its popularity, various marketing strategies, and the amount of content it has provided. The objective is to help you gain insights into Aflac.

Marketing is a part of a company’s DNA that can either make it or break it.  Marketing is the backbone of any business. Without marketing, the chance for your business to flourish is really less. 

In this fast pacing world, things are becoming more digital and we have left the traditional way. We have welcomed the digital world with open hands and hence the marketing field has followed digital suit which is why digital marketing is increasing rapidly. 

As now in this digital era across the world is going digital, so, If you are interested in new-age digital marketing, then you should definitely check out IIDE’s Free MasterClass on Digital Marketing 101 by our CEO and Founder, Karan Shah.

We will fully cover our marketing strategy of Aflac in this blog. Before we begin our deep dive, let us start by learning the company’s story, target audience, and digital presence.

Digital Marketing Academic Challenge 2024 - DMAC

About Aflac

marketing strategy of aflac - logoSource – Pikpng

The largest provider of insurance in the US is Aflac, an American insurance firm.

The business is headquartered in Columbus, Georgia, and it was established in 1955. Aflac offers a wide range of insurance coverage in the US, but it is best known for its payroll deduction insurance, which offers cash rewards to policyholders who suffer covered accidents or illnesses.

According to the business, it “provides financial protection to over 50 million consumers globally.” Additionally, there will be 11,279 workers working for Aflac until 2019.

Aflac also acquired Continental American Insurance Company in 2009 for $100 million, which allowed them to market supplemental insurance to both individuals and businesses. It was as of June 30, 2012,

It was represented by over 19,300 sales agencies in Japan as of June 30, 2012, and 76,900 licenced sales associates in the United States.

Aflac is a company that has operations in the US and Japan. Its corporate offices and global headquarters are located in MidTown, a neighbourhood immediately east of Downtown Columbus, Georgia.

The tallest structure in the city is the Aflac skyscraper. The company covered more than 50 million people globally as of June 30, 2015, and its total assets were over $103 billion.

When comparing individual insurance policies in force, Aflac is the largest supplier of guaranteed-renewable insurance in Japan and the largest insurance firm overall in the United States.

The company now offers several types of insurance policies in the United States, including the following:

  • Accident
  • Cancer/Specified Disease
  • Dental
  • Hospital Confinement Indemnity
  • Hospital Confinement Sickness Indemnity
  • Hospital Intensive Care
  • Life
  • Lump Sum Cancer
  • Lump Sum Cancer Critical Illness
  • Specified Health Event
  • Short Term Disability
  • Vision

Additionally, Aflac provides flexible spending accounts for unreimbursed medical, dependent daycare, and transportation expenses. The business also provides COBRA and HIPAA human resources services.

The firm owned a number of television stations between 1979 and 1997, the majority of which were in small and medium areas. In 1997, it sold the broadcasting division to what would become Raycom Media, which included the flagship station WTVM.

Quick Stats

CEO Dan Amos
CMO Shannon Watkins
Area served United States , Japan
Industry Insurance company
Revenue 2,210.6 crores USD ( 2021)
Vision “help make the path to getting there a little clearer.”
Tagline We’ve got you under our wing.


Marketing Strategy of Aflac –

The most interesting fact about Aflac is that they combine strategic marketing with quality products and services at a competitive price to provide the best insurance value for consumers.

Segmentation, Targeting, and Positioning 

They use strategic marketing from the mission statement and apply it to their digital marketing. Their main target audiences are men and women aged 25-55 as a younger crowd is important to generate positive buzz.

They do business in two of the largest insurance markets in the world, the United States and Japan, and their policies help cover more than 50 million people worldwide.

For more than six decades, the strategy for growth in these segments has remained straightforward and consistent – develop relevant supplemental insurance products and sell them through expanded distribution channels.

Aflac has an A+ rating from Better Business Bureau. It is mainly known for its payroll deduction insurance coverage

Marketing Campaigns 

Aflac Continues to Put People First with a ‘Not Alone’ Marketing Campaign.

marketing strategy of aflac - marketing campaign

The “Not Alone” combines logic and emotion in ways that put people together and strengthen them through shared experiences, thoughts, and behaviours,” said Valencia Mitchell, Aflac vice president of Brand Strategy, Insights, and Advertising.

This campaign was successful because it featured artists, creators, and stars from all around the world who work in the industry of entertainment, sports, and music. Aflac has also partnered with TikTok and its campaign.


marketing strategy of aflac - marketing campaign

#HeartHealthMonth habits or activities and know that in the event of needing an evaluation, Aflac is there to help.

Whatever fills your heart, make sure to get it checked out for #HeartHealthMonth.

Social Media Marketing 

The firms are now aware of how many likes, follows, and comments are important to promote or expand the business. The constant feedback and constant sharing of posts engage brands more familiar.

  • Instagram:-18.8k Followers
  • Twitter:-60.5k Followers 

SEO Strategies

marketing strategy of aflac - ubersuggest seo screenshot

Source – Ubersuggest

According to SEO Analysis keywords below 500 are considered bad, more than 1000 are considered good and more than 10,000 are considered amazing as shown has 293k organic keywords which is impressive. 

It has 703k monthly visits which is great as monthly traffic above 20,000 is considered amazing.

Influencer Marketing

Aflac is used to help cover influencers like Aflac helps cover unexpected medical bills.

The campaign was definitely a hit and the best part about it was that listeners could bring Aflac with them anywhere on mobile phones, smart tv, and other connected device using the Aflac App.

Mobile Apps

It will Access your Aflac account 24/7 with MyAflac Also, You can Register for MyAflac to get information about your coverage, at your own comfort. However, you can Submit claims and check the status of the claim.

Moreover, you can secure messages including your explanation of benefits. MyAflac has 3.3 ratings and 5L+ downloads on the Playstore.

E-commerce Strategies 

Aflac has a user-friendly interface with all the content about the company. Aflac has a website on which all its policies are mentioned.

Content Marketing Strategies

Aflac posts blogs along with its social media presence.

This brings us to the conclusion of this case study i.e marketing strategy of Aflac.

Digital Marketing Academic Challenge 2024 - DMAC

Conclusion – What’s unique about the marketing strategy of Aflac?

Aflac is overall the best insurance company amongst others when come to their services or any other things. The most amazing thing about their marketing is that they are more engaged and regular with their social media platforms.

Their Marketing strategies and skills are hitting millions of views Also the company has proved its competition and the biggest reason behind that is its amazing marketing efforts in highlighting the brand to its customers.

Marketing plays an important role and is of the main pillars of any business, and  With the rapid increase of digital marketing, learning about the growing field is an important step.

This company has been popular for so many years not only because of its great content but also because of its digital marketing skills. Constantly updating their blog through the Seo Strategies and constantly organizing interesting marketing campaigns to attract consumers.

Digital marketing is the backbone of any business and as time passes, the demand for digital marketers has been increasing rapidly. With this increasing demand, everyone is learning digital marketing skills. If you are interested opt for the IIDE’s Online Digital Marketing Course.

However, if you liked this marketing strategy of Aflac, find more such insightful case studies on our IIDE Knowledge portal.

  We hope you enjoyed reading this blog. Do comment on your views on reading this case study of the marketing strategy of Aflac.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


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