Case Study: MAPFRE achieves a unified global social media strategy and 31% engagement increase with Hootsuite

How a Global Insurance Company Unified Its Social Media Strategy

MAPFRE is a global insurance group founded in 1933 with 36,000 employees, more than 5,000 agents and brokers, and over 30 million customers across 100 countries. The company faced a fragmented social presence—more than 80 official accounts across platforms—making it hard to maintain consistent messaging, monitor brand sentiment, and deliver a unified level of customer service worldwide.

MAPFRE consolidated its accounts on Hootsuite Enterprise (with Hootsuite Amplify and Brandwatch integration), implemented centralized workflows, publishing approvals, a shared content library, and ongoing training to empower regional teams. In under a year engagement rose by 31%, MAPFRE grew to over 2.1 million followers, logged more than 200 million comments, reduced duplicate responses, and achieved clearer, more consistent global social media management.

MAPFRE

Jaime Valverde

Corporate Director for Social Networks