Manulife is redefining the paradigm of saving with its flagship product, Genesis, offering clients a rewarding and flexible solution for life's transitions.

The Challenge

• Shifting Mindsets
  We face the challenge of transforming the prevalent perception that insurance serves merely as a secure, passive option.

The Objective

• Innovative Product Launch
  Manulife is introducing its flagship product, Genesis, designed to offer clients a rewarding and adaptable approach to managing life's transitions. Our objective is to promote this innovative product by transforming the mindset of saving through a series of social campaign.
• Educational Outreach
  Reframe saving as a means of enabling aspirations rather than merely preventing risks.

The Solution

• Aligning with Brand Concept
  We aim to shift customer perspectives from passive to proactive. We introduced the catchy concept of "儲錢 -> 儲蓄" (from saving money to managing money), effectively encapsulating this transformative view.

• Expert Collaboration
  To enhance the resonance and impact of our messaging, we executed a comprehensive strategy that leveraged multiple channels and Key Opinion Leaders (KOLs). A key highlight was featuring Ben Sir (歐陽偉豪), a respected former lecturer known for his engaging teaching style, in our main social videos. He effectively explained the difference between "儲錢" and "儲蓄," while vividly illustrating scenarios that resonate with our target audience, showcasing the advantages of Manulife’s flagship life-insurance savings plan, Genesis.
   
• Comprehensive Social Campaign Planning
  To strengthen our campaign message and amplify our social media impact, we collaborated with Key Opinion Leaders (KOLs), YouTubers, and respected publications to connect with targeted audience segments.
   

A significant collaboration involved the well-known street interviewer and YouTuber Torres Pit, who conducted a street interview to investigate the financial mindset of Hong Kong residents. His insights highlighted the necessity of taking control of one’s financial future and shifting from a passive to an active financial planning approach to realize personal goals.

The Sparkling Spots

• Catchy, Clear and Engaging Concept:
  The straightforward concept of "儲錢 -> 儲蓄" (from saving money to managing money) resonates easily with customers, effectively highlighting our underlying message.
• Alignment with Target Audience:
  Ben Sir aligns perfectly with our video concept through his use of the Chinese language, appealing directly to our target demographic aged 25 to 54.
• Collaborative KOL Engagement:
  Our partnered KOLs—Samuel Chan, Torres Pit, and WuChatProp—are well-suited to resonate with the three segments of our product’s target audience, thereby creating a stronger connection and more effectively persuading viewers.

The Result

Performances of Ben Sir and all KOL's Videos across all platforms (Facebook & Instagram):

• Total Views: Over 1,800,000
• Total Reactions: Over 10,000
   

Numerous customer enquiry / positive comments are gained in all post / video

*Data as of 24 May 2024