Edge wins AAMI social content account

Insurance giant AAMI has appointed content marketing agency, Edge to deliver content for its social media channels. Edge won the account in a competitive pitch.

Utilising multimedia content which includes elements such as video, imagery, editorial, infographics and audio playlists, Edge will work closely with AAMI to develop and execute a strategy to retain and engage AAMI customers.

Edge’s head of strategy, Richard Parker says AAMI already has a good track record when it comes to social media marketing. In 2012 AAMI won AB+F Magazine’s ‘Best Use of Social Media Award’ for its use of social media for customer service and as a support for all marketing activity.

Says Parker: “The next layer Edge will assist with is providing exceptional content that takes AAMI’s social media channels beyond a customer service tool. This content will be underpinned for a strong long-term content strategy that is aligned with AAMI’s commercial objectives. Effective social media marketing today exceeds just having a presence in certain channels. The content you use and the strategy that sits behind what and when you post is critical.”

According to Richard Riboni, executive marketing manager for AAMI, Edge’s approach to content strategy as well as their creative and engaging delivery was what won the agency the sought after account.

Says Riboni: “AAMI is well known for its exceptional customer service and we’ve been very successful in engaging with our customers on social media in a service-based manner.  We recognised we also needed to add a layer of content that will further engage our customers and help make AAMI a part of their life.”

AAMI joins Edge’s list of clients which includes Woolworths, Australia Post, Volkswagen, Westpac, BRW and Adobe.