Manulife (International) Limited: ManulifeMOVE

This case study explains how Manulife, a life and health insurance brand, introduced ManulifeMOVE in Hong Kong to inspire Gen Y to get healthier and become advocates for the brand.

Campaign details

Brand: Manulife (International) LimitedLead agency: PHD Hong KongRegion: APAC

Objectives

Business Objectives

  • Expand our Gen Y customer base and acquire an outstanding number of overall enrolments.
  • Increase market share from 3.7% to 4%.
  • Achieve a sales performance of MOVE that could also stimulate growth to the market share despite a downward trend in the sector.

Communication and Marketing Objectives

  • Raise our Brand Health Score in Awareness from 64% to 70% and Consideration from 20% to 23%.
  • Achieve the 1st place as the Most Preferred Brand in the brand health score.

Manulife, traditionally strong...

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