Case Study: Aviva boosts savings awareness with Pulsar Platform

Helping Aviva Understand What Matters to Consumers

Aviva worked with Pulsar Platform to better understand who their savings offering would resonate with and what attitudes and behaviours people had around saving. The goal was to uncover the audience insights needed to shape a campaign that would raise awareness of Aviva’s savings products.

Using Pulsar Platform’s social listening and audience intelligence tools, including Pulsar TRAC, the team analysed online conversations about personal savings, identified key themes such as community, saving struggles, and “savings heroes,” and segmented audiences into different tribes. These insights helped Aviva create the #savesmarter campaign, including TV ads built around savings challenges and a Financial Personality Profiler on its website; the case study does not provide specific numerical impact, but it shows the insights directly informed both creative and interactive campaign elements.

Aviva