Established in 1980, Manulife Singapore provides insurance, retirement and wealth management solutions to meet the financial needs of customers across various stages of their lives. With over 600 staff employed locally, their diverse presence is bolstered by their multi-channel distribution network which is made up of agency force, bank partners and financial advisory firm.
There are approximately 1 million Chinese new immigrants, students and working professional residing in Singapore. Chinese, though living abroad, prefers to use digital media platforms like WeChat, Weibo, TikTok, Baidu so on so forth as their preferred language use is still Chinese in general. In order to promote the services and products Manulife Singapore has to offer to the Chinese audience, Manulife had to looked beyond the conventional digital platforms like Google or Facebook to reach the intended audience
Boopin was entrusted to come up with a campaign proposal on how we can leverage on the Chinese social media platform, WeChat to promote and push Manulife’s product and services out to the Chinese Audience residing in Singapore.
First we had to develop and setup an Official WeChat Account for Manulife Singapore and follow up with a series of “soft approach” lifestyle related articles, comic strip, news features to grow following of our official account. A suitable media plan along with integration of KOLs was implemented to enhance the account growth.
The target was to reach 12,000 followers by the end of a 5 month campaign. In a period of 4 months, we had reached a total of 13,800 followers and growing on Manulife’s Official Account and had generated a total of over 1,000 plus sales leads and counting