“We go where you go.”

It is the declaration of intent with which Mapfre began, at the beginning of this year, a new stage; one in which it takes a proactive and empowering role in people’s lives so that they do and move forward with the confidence of having the company’s support. To communicate this to society, it renewed its visual identity after four decades and launched an advertising campaign, designed by the McCann agency. And all of this was amplified in the digital environment with a social media strategy developed by the Burns agency, which has turned repositioning into a brand experience.

Taking as a starting point the outdoor advertising activations developed by the UM agency, Burns decided to rely on creator marketing, with personal purposes as a narrative thread of the different actions carried out. Thus, the brand took advantage of the social and cultural context of the beginning of the year, traditionally associated with the establishment of new goals, as a trigger for the construction of a story capable of generating identification and sustained conversation over time.

The social media strategy has left positive results for the brand, both in quantitative and qualitative terms, as we have been told by the Burns agency to reason.Why. With the motivation to continue generating Inspiration and Criterion in professional reading, we have created this editorial piece that offers an informative analysis, learnings and interesting and scalable conclusions, especially when it comes to orchestrating a campaign of this magnitude with strong weight of the digital environment.

From in-person execution to the social ecosystem

The strategy was based on the “Red Kilometer”, an urban action developed by UM in January that transformed a section of Paseo de la Castellana, in Madrid, coloring the artery with Mapfre’s corporate color. For a week, part of the route between Plaza Castilla and Nuevos Ministerios generated impact, highlighted the company’s new message through lighting, mupis, marquees and screens, and integrated the brand into the daily routine of millions of people who pass through this area of ​​the city.

From this activation, together with the Burns agency, the message on social networks was amplified by the content creators Xuso Jones, brand ambassador, and Judith Jaso, who acted as a common thread by sharing a personal look at “Kilómetro rojo” on their social profiles. Added to them was the organic content of Mapfre itself, and the contribution of micro-influencers, who echoed the deployment and repositioning of the insurer. All with the intention of making the in-person execution work as part of a broader social ecosystem and involving as many people as possible.

Additionally, in the Nuevos Ministerios area, Mapfre also distributed red flowers in reference to the brand logo, along with a QR code with instructions to participate in a contest. The company offered three monetary prizes so that the winners could achieve their goal this year.
The contest was also announced through social networks, and the prize was to make the users’ goals come true. Those interested had to follow the brand’s account, ‘like’ the post and comment on their main resolution for the new year, also tagging someone who inspired them.

The intention, in line with the entire digital campaign, was to materialize Mapfre’s new way of being present in society, which evolves from protecting what people have to promoting what they can do and is yet to come. His speech leaves behind the idea of ​​“I’m there when you need it,” which he had been working on in recent years with the “Moment of Truth” platform. Now the brand seeks to communicate that it is “so that you dare.”

Mapfre makes the purposes come true

This idea is what Mapfre conveyed in a second phase of the campaign and whose mission was to help its ambassador,

After a video in which he shared that when he left the subway he had found the Castellana dyed red, and another in which he told his intentions to a friend while reading Mapfre messages, Xuso Jones published a third piece in which he spoke with a company worker in one of its offices. He told him that he just needed a boost to achieve his goals, and the professional assured him that he could count on Mapfre to give him all the confidence he needed.

Xuso Jones’ narration left an open ending, seeking a greater journey for the brand’s story and message over the months. The resolution of all this, however, took place in February, when Xuso Jones shared two new pieces on his profiles: in the first, he received a visit from a company worker, who gave him a merchandising kit and warned him to prepare to make his purpose a reality; In the second, Xuso Jones finally revealed his goal: to travel with his mother to Lake Como, in Italy.

In the last phase of the strategy, executed throughout the month of March, Mapfre has continued helping people to make their goals come true. The insurer has shared a latest video in which it shows the way in which it has actually accompanied the three winners of the contest in achieving their goals. Thus, he has helped Ángela, from Pontevedra, to learn a new language; Igor, from Bilbao, to train in artificial intelligence; and Leandro, from Barcelona, ​​to become independent.

“The first step is always the most difficult, but together we make it possible. Today we accompany Igor, Leandro and Ángela, the winners of our contest, to move towards their goals”; the company commented on social networks. “At Mapfre, we are here for when you decide to give yours”.
With this, it prolongs the storytelling and brand presence, which continues to convey the proactive and empowering role that the brand assumes with its new positioning, demonstrating its service and attention proposal with real consumers.

Results and learnings from the digital strategy

Mapfre considers that the social media strategy developed by Burns has been key when communicating its new positioning. “With “Let’s go where you go” we show that we are there to accompany you, to give you the security or that necessary impulse when making decisions. It was essential that this purpose was perceived as authentic, close and coherent at each point of contact with the brand.“, commented Andrea Schifitto, Head of Social Networks at Mapfre Spain, in statements to reason.Why. “If we accompany you, we do it wherever you are. And the digital medium is essential to amplify the message and connect with audiences who may not come across the brand IRL, but do actively participate in the conversation..”

That is why the combination of media, formats and narratives has been key when it comes to achieving the objective. “The challenge was to turn a global repositioning into something tangible for people in their daily lives.“explains María Rodríguez, Account Director at Burns. “From a very powerful activation on the street, we transfer it to the social ecosystem through creators with a real connection with their audiences and formats designed to provoke identification, beyond simple reach.”.

From the agency they have also shared with reason.Why some of the results obtained by the campaign in its first phase. During the month of January, the set of publications related to the presentation of the new positioning, the activation of “Kilómetro Rojo” and its digital amplification, exceeded 40 million impressions, 13 million video views and 200,000 interactions.
For their part, the actions carried out in February, linked to the achievement of the creator Xuso Jones’ goals, exceeded 2.3 million impressions and reached almost 12,000 interactions. Likewise, they generated almost 1.5 million views.

The agency team has also reflected on how the campaign, and its different pieces, have worked on the different platforms and social networks. In general terms, they highlight the performance of the pieces linked to the change in visual identity and the campaign to present the new positioning, which they claim have generated a high volume of interactions, conversation and positive sentiment. The agency notes that this reflects the audience’s interest in relevant brand milestones.

Through networks, Burns shares the special performance of the pieces with the creators Xuso Jones and Judith Jaso on Instagram, who have helped connect with their respective communities and awaken positive feelings, which demonstrates the importance of selecting profiles to accompany the message. They also ensure that users connected with the claim “Let’s go where you go” and that the interactions have been positive, which shows good acceptance of the message.

For their part, with regard to Facebook and
On YouTube, they highlight the performance of the Short format in terms of interactions, which shows the affinity of the format with the user’s consumption habits on the platform.

Regarding TikTok, in addition to the pieces linked to the advertising campaign, the performance of the simulated outdoor advertising video to present the new identity stands out, as well as the videos with Xuso Jones, which have generated varied conversation and activated the audience.