The Background

Retirement feels light-years away when you’re still in the early stages of your career or school life, which is why many young people don’t prioritize their financial planning and MPF given its complex and uninteresting nature. However, it’s necessary for youngsters to attach importance and best to strategize their financial well-being soonest. That is where Prizm and the Mandatory Provident Fund Authority (MPFA) came into place.

The @office_meme_hk Instagram page served as the informative space to shake things up, breaking down complex MPF and money management concepts into bite-sized, easy-to-relate contents for people to read, hence leveling up their financial games.

 

The Objective

• To shatter the stereotype that MPF and financial planning are dry and yawnsome subjects
• To act as a wake-up call for young people to recognize the importance of MPF and money management
• Empower the youngsters to build a solid financial foundation, make smart decisions, and unlock a future with financial success

 

The Solution

To build a community that’s right on target, Prizm and the MPFA worked together to create a media plan that’s youth-centered, specifically for those aged from 19 to 34 year-old.

Four major pillars were designed for Instagram posts and stories Prizm constructed to captivate the young minds. "一學職meme" and "職場髦聞", were substances used to attract audiences and create resonance that would make them follow the Instagram account and share content further; "一開職食" were interesting lead-ins, which real-life situations that youngsters often come across were woven in the financial concepts; and for the "inthememetime" pillar, we tapped into the pulse of the workplace and promoted related festivals like “提早收工日” and “Single Tasking Day”, solidifying the page’s connection with the young workers and be there to share their ups and downs.

 

By consistently creating down-to-earth content that merged perfectly with financial-related messages, the reputation of office_meme_hk was successfully built up.

 

The Sparkling Spots

• The “一學職meme” pillar consistently stole the spotlight, garnering reposts in stories that indicated strong resonance with the audience
• Memes from the “一學職meme” pillar achieved over 1,000 post likes multiple times, surpassing the market competition and made the project stand out from similar pages
• The campaign utilized the polling function in stories which was not seen in competitors’ accounts, which resulted in approximately 1,000 reactions for each story with engagement elements
• Memes and the incorporation of engagement elements encouraged reactions, leading to increased sharing and virality

 

The Result

• Remarkable increase of 1,172 account followers in one year, representing over 20% annual growth
• Number of post likes hit an all-time high of nearly 6,500 likes in July, far surpassing those of the competitors’ even with the assistance of wall-game elements
• Utilization of Instagram’s polling functions and sliding sticker feature garnered more than 1,000 reactions for most of the Instagram stories with interactive elements, which was nearly 20% of the total followers