Mapfre, the world’s largest Spanish insurer and the leading multinational insurance group in Latin America, has selected APPLE TREE—the agency that applies NEW THINKING to help brands increase relevance and improve business results—as its new strategic partner to manage and grow its corporate TikTok channel.
Through this partnership, Mapfre aims to reinforce its digital positioning and connect with younger, more dynamic audiences through a native, creative and relatable language shaped by the codes of the platform.
The appointment reflects APPLE TREE’s solid track record and ongoing collaboration with Mapfre in the creation of creative content, as well as its strategic capability and deep understanding of social media trends.
APPLE TREE is currently responsible for the insurer’s corporate social media strategy across 23 markets: Spain, the United States, Brazil, Mexico, Puerto Rico, Peru, Argentina, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Honduras, Malta, Nicaragua, Paraguay, Portugal, Panama, the Dominican Republic, Turkey, Uruguay and Venezuela.
A commitment to innovation and closeness
The main objective of this collaboration is to transform Mapfre’s communication on TikTok, moving from a traditional approach to one built around entertainment. The strategy will evolve the channel towards content that is more native to TikTok: direct, everyday and close to the real lives of young people, while supporting the brand’s new role as an ally.
For Mapfre, TikTok represents an additional opportunity to reach new audiences through a more direct, authentic and relevant language, generating genuine conversations and delivering content that is both useful and entertaining.
Carme Miró, CEO and founder of APPLE TREE, said: “We are delighted to support Mapfre in this process of transformation, bringing the full strength of our strategy and creativity while always keeping people and their needs at the centre.”
Through this alliance, Mapfre reaffirms its commitment to people by ensuring that its message reaches every segment of society effectively. In this sense, its relationship with customers and other stakeholders is one of the pillars that has driven the adoption of its new brand.
Mapfre has acted with agility to harness the possibilities of the technological revolution, strengthening a closer, more personalised and simpler relationship with those who place their trust in the company. This proximity is reflected in the new brand and is helping Mapfre reach new audiences.
