USAA Social Content
How can USAA use social media to build deeper brand loyalty while also attracting top talent?
Overview:
USAA’s social media is divided into two segments: USAA and Life at USAA. The USAA channels are brand-focused, sharing content on Instagram, Facebook, and TikTok. In contrast, Life at USAA is HR-focused, posting on LinkedIn, Instagram, and Facebook.
Solution:
While both segments aim to increase engagement and build brand awareness and loyalty, they do so in different ways. The brand-focused content uses storytelling to show how USAA understands, supports, and celebrates the military community. The HR-focused content is designed to attract potential employees by showcasing career opportunities, highlighting company values, and sharing advice and stories from current team members.
Role:
Creative Direction, Design, Footage and
audio selection, and Animation
USAA Brand social post
USAA HR social posts
Results:
As a result, engagement has significantly increased with more views, likes, and comments; driven by compelling stories that resonate with the target audiences.
Team:
Bonnie, ACD
Brett and Jenna, Writer
Paul and Me, Senior Designer
Scott, Videographer