Manulife

Integrated Social Campaign

Engaging Malaysians to Talk AboutFinancial Future #StartNow

CHALLENGE

Manulife Malaysia needed a boost in brand awareness as the insurance industry is highly competitive.How do we help Manulife to enhance its brand positioning and distinguish itself from competitors?

Strategy

Consumers tend to view financial planning as unimportant, or as something that can be put aside for a later time. Hence, we formed a social strategy led by the hashtag #StartNow to amplify Manulife’s brand reach.

Execution

We organised the complex financial information into bite-sized topics and crafted a series of creative social media content together with the hashtag #StartNow. We also implemented key engagement campaigns to help Manulife build engagement with its fan base.

RESULTS

Manulife fan base

Average engagement rate
(Global benchmark 6.37%)

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