BRAND:
SUN LIFE
AWARD CATEGORY:
The Best Use of Social Media Influencers
CAMPAIGN TIME RANGE:
01/6/2021 - 30/10/2021
CREDITS:
CASE STUDY VIDEO
STRATEGY
The Covid-19 pandemic has had a significant impact on people's health and spirits all around the world. In recent years, this has affected the economy.
The most important thing we can do to protect our own and our family's health throughout the pandemic is to keep a positive attitude and a healthy lifestyle. At Sun Life Vietnam, our purpose is clear: to help our clients achieve lifetime financial security and live healthier lives. The campaign “Staying Positive During the COVID-19 Pandemic” provides clients with practical information and inspirational content to help them stay positive during the pandemic.
With the companionship of our brand ambassador H’Hen Nie, we want to spread this message to more people, help them know about us, inspire them to rise and lead positive lives during COVID-19 Pandemic.
INSIGHT
We chose our brand ambassador H'Hen Nie because she is a positive and inspirational person. She is a good role model who always inspires people to rise and lead positive lives. To the youth, she conveys optimism and a healthy lifestyle that benefits society.
We admire her optimism, her effort to overcome challenges in life, her achievement of her goals, and her contributions to the community.
CREATIVE IDEA
- Create videos on health, finance, and being optimistic throughout the pandemic with brand ambassador H'Hen Nie
- Organize contests to motivate people to exercise and stay positive.
- Post optimistic videos about the new normal life.
CONNECTION PLAN
The campaign was a massive success that was beyond our expectations. It not only helps Sun Life Vietnam grow and become more well-known, but it also provides clients with a wealth of important information on health, financial, and family protection:
- Customers actively contact the SLV fan page and visit the website to leave information and call for product advice (+82% versus last year, conversion rate +112%)
- Users have left positive feedback and shared postings.
- Users have a better understanding of our mission: to help our clients achieve lifetime financial security and live healthier lives
OBJECTIVE-BASE KPI
- Promoted brand awareness and engagement on Sun Life Vietnam's social media channels
- Build trust and make clients have better understand of our mission: to help our clients achieve lifetime financial security and live healthier lives
- Provides clients with a wealth of important information on health, financial, and family protection during social distancing period
