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Entry Details

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Entry Details

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  1. ManulifeMOVE – Turning social media buzz into a blastBest Use of Social MediaPR Awards is organised by Marketing magazine, a division of Lighthouse Independent Media Ltd. 2/F Connaught Harbourfront House, 35-36 Connaught Road West, Sheung Wan, Hong KongTel: + 852-2861-1882 Fax: + 852-2861-1336 www.marketing-interactive.com

  2. Entry Details Please provide the following information: 1. Entry Category: Best Use of Social Media 2. Name of Campaign: ManulifeMOVE 3. Name of Organisation: Manulife (International) Limited 4. Name of Brand: ManulifeMOVE • 5. Name of PR Agency: Dentsu NOTE: Any specific information or content intended for judging purposes only must be clearly indicated in Red, or highlight it in red. Marks may be deducted if the strict slide number of entry submission is exceeded.

  3. Entry Video Please paste the entry video link if there is any.(optional but strongly recommended) https://www.youtube.com/watch?v=RSu81vJC3yU&feature=youtu.be

  4. (10%) Max. 1 slide • A clear description of the business/brand consumer challenge that public relations was being asked to address. • Any key statistics which help illustrate the scale of this challenge in more detail. Mandatory information to submit: Start date, end date, key objectives, target audience, budget and key competitors Challenge

  5. (30%) Max. 2 slides – slide 1 A clear rationale of why you chose this PR approach. The core insight on which you focused your strategy. An outline of your message, along with creative and media thinking. How these were developed to be both distinctive and impactful. Mandatory information: Core strategy, campaign concept and creative rationale. Strategy • The core of our 360-degree communications plan was to bring the campaign to life in the social media space by generating engaging multimedia shareable content. • We extended campaign reach to engaged local bloggers and online influencers, including singers, DJs and TV hosts, inviting them to join in fitness challenges accompanied with video posts. We leveraged the use of key opinion leaders (KOLs), with their endorsements fueling online buzz, and then sustained online interest through linking online and offline with consumer activation events in Hong Kong. • We encouraged peer-sharing via Facebook, WhatsApp and Instagram to create word-of-mouth. Campaign ambassador Pakho Chau made frequent references to ManulifeMOVE on his Facebook account and invited friends to take part in challenges that promoted active lifestyles in line with our position as an advocate of greater health and wellness. Pakho and seven other KOLs shared content across different social media channels, driving online conversation and sustaining our online presence. • Through activation events, the public was encouraged to upload their own MOVE pictures and share how they are leading a healthy and active lifestyle, with the hashtag #moveHK through Facebook and Instagram, to sustain momentum and conversation online.

  6. (30%) Max. 2 slides – slide 2 A clear rationale of why you chose this PR approach. The core insight on which you focused your strategy. An outline of your message, along with creative and media thinking. How these were developed to be both distinctive and impactful. Mandatory information: Core strategy, campaign concept and creative rationale. Strategy • ManulifeMOVE also leveraged different large-scale and wellness related events to sustain the momentum in social media space by 1) creating content in owned social media channels, namely Facebook and WeChat, 2) encouraging participants to share ManulifeMOVE related content in their own social media channels. • One of which included riding on the craze of the pocket monster game - ManulifeMOVE managed to roll out a 3-day online-to-offline campaign in less than 24 hours with an aim to encourage Hong Kong people to move more, aligning with its wider aim of promoting a healthy and active lifestyle.

  7. (30%) Max. 2 slides – slide 1 - An overview of how your campaign/strategy was implemented - The different tactics/medium used within the programme - The roles of these different tactics/medium Execution • Aiming to launch the First-in-market concept within 6 weeks, days were marked by a sense of focus and urgency. There were three waves to our multimedia campaign: • Teaser launch in August introduced Cantopop sensation Pakho Chau as the campaign ambassador with a TVC and making-of videos. • After a big bang official launch on September 1, we invited Pakho to share with his fans and social media followers how he was using his wearable device to measure various health indicators; this content was then shared by a further 7 KOLs engaged in the campaign to increase social media penetration. • At consumer activation events, held in high-traffic areas of Hong Kong in October, we linked online and offline through interactive games. We invited Pakho with key influencers to start the challenge. The public then joined the battle to beat their scores and shared the results on social media. Pakho and 7 other KOLs participated in the games and when we invited them to challenge each other via social media we were able to create online buzz about our activation events (driving more foot traffic) and about ManulifeMOVE.

  8. (30%) Max. 2 slides – slide 2 - An overview of how your campaign/strategy was implemented - The different tactics/medium used within the programme - The roles of these different tactics/medium Execution • Extended ManulifeMOVECampaign • In January 2016, to sustain momentum, we also leveraged Facebook’s live streaming video feature by inviting Pakho to participate in the “ManulifeMOVE x 1,000 steps” during which Pakho answered questions related to sports while walking 1,000 steps. The video has accumulated more than 128,000 views. • In June 2016, ManulifeMOVE sponsored one of Hong Kong’s leading wellness festivals, “IRIS: Your Escape with ManulifeMOVE”, as part of the company’s drive in raising awareness of the importance of health and wellness. The two-day festival attracted more than 8,000 people to participate in yoga and various activities including meditation, fitness and dance performances at the Central Harbourfront Event Space. • In July 2016, we capitalised on the popularity of the Pocket monster AR game by setting lures in locations in Hong Kong. The game shared a similar value proposition with ManulifeMOVEof wanting to get people moving. We engaged with the public and particularly Gen Y in a new, creative way by encouraging them to live a healthy life while drawing them to Manulife’s Facebook page and MOVE app.

  9. (30%) Max . 2 slides – slide 1 - The campaign’s bottom-line impact. - Notable changes to the stakeholders’ behaviour. - Clear evidence/metrics demonstrating the campaign’s performance. - A clear rationale as to why you believe this qualifies for a PR award. Results • Our social media results were impressive, reaching and creating deeper engagement with customers via a full-scale, multi-channel campaign (Data as of Mar. 31, 2016) • Attracted 308,000 unique visitors to the ManulifeMOVE minisite • Generated more than 1,500 posts in the social media • Generated 522,000 Likes on our social content  • Generated more than 2.0 million views on our social posts • Generated more than 289 press clippings with estimated HK$5.1 million ad value • Our three-day pocket monster game extension also resulted in impressive social media engagement. By riding on the success of the game, we linked Manulife with a fun and media-friendly activity popular with our target audience. It also produced good social media results and coverage in Hong Kong media within a week’s time – total engagement of 7,476 on Manulife’s Facebook page and reaching 490,055 people. • Our social media success in turn drove impressive business performance, with Manulife exceeding our original goal for enrollment by 31% in 2015. • The social media campaign was also extremely effective in converting sales from within our target consumer group, with 57% of sales for insurance policies linked to the ManulifeMOVE program attributed to Gen Y customers, versus just 37% for similar Manulife insurance solutions within the same product category in 2014.

  10. (30%) Max . 2 slides – slide 2 - The campaign’s bottom-line impact. - Notable changes to the stakeholders’ behaviour. - Clear evidence/metrics demonstrating the campaign’s performance. - A clear rationale as to why you believe this qualifies for a PR award. Results • The success of ManulifeMOVE was also shown when comparing our campaign to a competitor’s. Our Gen Y-targeted social media strategy earned more views (1.34m vs 0.94m), likes (442,060 vs 79,884) and comments (5,255 vs 1,156) on social media than a major competitor’s campaign for a similar product during Aug – Dec 2015. • We successfully targeted, engaged and converted Gen Y customers and changed their relationship with their insurance company: • 57% of ManulifeMOVE enrollees are Gen Y vs just 37% for similar Manulife insurance solutions within the same product category in 2014. (Internal data provided by Manulife). • Consumer research (online research by Nielsen in March and October 2015) showed that among Gen Y, Manulife’s brand awareness increased from 64% to 74% and brand consideration increased from 20% to 28% (Mar. 15 vs Oct. 15 in Life & Health Sector) • Manulife is the most preferred brand among Gen Y in Life & Health Sector (Oct. 2015) according to online research by Nielsen in October 2015.

  11. Supporting Visuals Max. 2 slides – slide 1 (optional)

  12. Supporting Visuals Max. 2 slides – slide 2 (optional)

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