The Background / Challenge

Prizm recognized that many individuals seek health protection solutions only after an issue arises. It is crucial for Manulife to educate them on the importance of proactive planning for a healthier future and to promote a broader perspective through various insurance plans.
 

The Objective

• Educate audiences to adopt a broader perspective on health, highlighting Manulife’s role as a supportive partner in their journey toward a healthier life.
• Highlight Manulife’s well-rounded health and protection service, which addresses both physical & mental health needs for a wide range of age groups.

The Strategy

宏利 帶領健康 新闊度

• To align with the campaign objective and promote Manulife's Health & Protection (H&P) products, Prizm developed the catchy concept 【宏利帶領健康新闊度】, communicating the message of achieving a "better" life in an engaging way.
   
• Unlike previous collaborations featuring Ben Sir, this social campaign features dynamic young KOLs Soho and Hui Yin, with 53.8K fans on their YouTube channel "試當真 Trial & Error," effectively embodying the theme and connecting with a broader, younger audience.

The Execution

Our Prizm team actively participated in every stage of the work process, from ideating the strategy to implementing and converting the social campaign.

Online Approach

• 3 Main Social Video

• In collaboration with HuiYin and Soho, we created three social videos focused on key messages, receiving positive feedback from their fan base.

• Collaboration with 7 KOLs & Channels

• By collaborating with various influencers such as Mill Milk, Boris & Family, and 拍住先, we leveraged diverse content angle to highlight brand aspects and educate the audience about Manulife's products through a soft selling approach.

Offline Approach

• We invited the audience to an offline truck event with activities like a capsule machine and celebrity appearances, enhancing brand exposure and reinforcing the campaign message.

The Sparkling Spots

• The campaign, titled “宏利帶領健康新闊度,” effectively showcases the key features of Manulife's health and wellness products in a catchy and engaging tone.
• We highlighted Soho and Hui Yin's personal stories to connect with our health products. Their friendship also reflects Manulife's commitment to partnership, captured in the theme '與你同行，成就更好.'

The Result

• Total Reach: Over 6,300,000 (late Jul 2024 - Sep 2024)
• Total Conversion: Nearly 30,000 visitors to the Manulife website
• The wave of positive comments across all KOL platforms demonstrated the campaign's strong appeal.