Content marketing agency Edge has won the social content account for insurance giant AAMI, following a competitive pitch.
Edge will be tasked with using multimedia content such as videos, imagery, editorial, infographics and audio playlists to retain and engage AAMI customers.
Last year, AAMI won AB+F Magazine’s Best Use of Social Media award for its use of media for customer service and as a support for all marketing activity.
“The next layer Edge will assist with is providing exceptional content that takes AAMI’s social media channels beyond a customer service tool,” said Richard Parker (pictured), head of strategy at Edge. “This content will be underpinned with 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.”
Richard Riboni, executive marketing manager for AAMI, added: “We recognised we needed to add a layer of content that will further engage our customers and help make AAMI a part of their lives.”