One of the projects Stuart worked on during his time at Aviva was the digital campaign to support the company's corporate sponsorship of round-the-world yachtswoman Dee Caffari.

The aim was to create a compelling online experience to help build a community around Dee as she set off on two world-record attempts.

Dee's first challenge in 2006 was to become the first woman to sail solo, non-stop around the world against the prevailing winds and currents. The story of her success can be retraced on the Aviva Challenge website.

Two years later, Dee's last challenge was to take part in the 2008 Vendee Globe. The Aviva Ocean Racing site followed her through her qualification races and up to the Vendee Globe itself.

Easy-to-use tools and features created an engaging experience for visitors to the site. There was much in-depth background information - from profiles of Dee and her team to a 3D model of the boat, video tours and interviews.

In both sites, Aviva deployed many social media tools and functionality. Blogs from Dee and her team kept followers up to date with her progress. These were available via RSS feeds and people could also sign up for email updates.

Visitors could also download a 'Desktop Dee' widget, which automatically checked the site for new blog entries or news and displayed the headlines for users to click though.

The site experience was not simply about sailing; it encouraged users to share stories and pictures of their own challenges.

So as social media began to become more widespread, Aviva built content outposts on platforms such as Facebook and YouTube to reach sailing enthusiasts there and provide a way content could be shared.

Once Dee had completed her second world record in early 2009 the website migrated from a 'live-event' experience to tell the story of how she achieved her ultimate goal of becoming the first woman to sail solo, non-stop both ways around the world.