Leveraged a mobile strategy with an integrated ecosystem of messaging
In an industry which often focuses on what happens at the end of life, John Hancock introduced Vitality, a whole new kind of life insurance product in the U.S. that celebrates life and rewards those living an active and healthy lifestyle. We created an integrated launch event and leveraged the target’s devotion to their mobile devices to generate understanding, interest, and engagement of the new life-insurance product. We leveraged an integrated TV, digital and social campaign that reached consumers based on their behavior and lifestyle targeting. Then, to sustain interest post-launch, we created a layer of maintenance media via paid social and search, efficiently keeping the message in front of the right people by delivering interactive experiences to encourage deeper engagement. To help with simplifying the complexity of the product, we partnered with Forbes for a live Twitter chat to encourage conversations among social communities: real-time Q&A in-app and mobile web. In mobile, we partnered with SessionM, where users earn points for actions taken or as rewards — which aligned perfectly with the behaviors and rewards system inherent in Vitality. In just a little over 7 weeks, the campaign produced a 10% lift in overall consideration of John Hancock with Vitality, generated more than 285,000 site visits with a cost per visit 36% below goal, and drove quality visitors to the site, spending on average 4:51 minutes per session.
The campaign produced a 10% lift in overall consideration of John Hancock and generated more than 285,000 site visits with a cost per visit 36% below goal.