Shedding light on Aviva’s UK stakeholder sentiment to grow brand reputation

Insurance Aviva case study
We tracked how various voices were talking about the brand within the public domain, and what was driving positive or negative sentiment, to aid stakeholder engagement efforts.
Andy McLennan, Global Reputation & Brand Health Lead, Aviva“Knowing what people say about our Brand is key to ensuring we remain a responsible and sustainable business. Kantar have the ability to generate meaningful insight from thousands of voices. Their support in helping us recognise themes driving positive and negative sentiment is impressive enough, but the fact they do so with human analysis rather than automated intelligence sets them apart from the competition. Kantar is a respected partner that helps us remain responsive in a rapidly evolving world.”

Challenge

Brand is what we say about ourselves. Reputation is what others say about our brand. Reputation is our licence to operate and grow and is crucial to understand.

Aviva sought to understand the pulse of multi-stakeholder sentiment; what drives positive versus negative sentiment with the public, customers, distributors and journalists.

This was so that Aviva could more effectively engage with those stakeholder groups for the purpose of safeguarding the brand reputation and, as a consequence, business growth.

Approach

We proposed a Voices tracker that would inform Aviva how different stakeholders voices were talking about the brand within the public domain.

The insights feeding into the tracker are compiled by accessing media within the public domain (mass media sources and social listening). Human analysis is used to accurately capture the nuances of the English language. Where media volume is high (e.g. public voices) representative sampling is conducted. Voices with higher reach (e.g. mass media) are magnified more than voices with low reach (e.g. low follower social media accounts).

The results are shared in a report delivered to Aviva’s Reputation team.

Insight

The report helps Aviva understand the answers to two key questions relating to the pulse of UK stakeholder sentiment about the brand:

  1. What do predominant voices say about Aviva?
  2. What themes are voiced about Aviva and the insurance industry, by which key stakeholders and with what sentiment?

Impact

Insights from the reports are used widely across the business. Aviva’s Reputation team uses the insight to report to the senior leaders across the business, helping to influence decision making to protect and grow reputation.

Aviva’s Communications teams use the reports to reflect and learn on campaigns.

The Corporate Responsibility team and Public Policy teams also use the reports, for feedback on campaigns and to engage on emerging topics.

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