Apollo Munich Health Insurance launched a social media campaign on Facebook to promote their new health plan called Optima RESTORE. They partnered with Tonic Buzz to create a viral contest application where users could share and vote on "Unbelievable" moments. The grand prize was a trip for two to the Ice Hotel in Quebec, Canada. The campaign significantly increased engagement on Apollo Munich's Facebook page and helped generate nearly 78 million impressions. It also increased fans by 35,000 and boosted Twitter followers. The campaign was highly successful at promoting the new plan and building awareness through an interactive, visual contest.

1. Case Study: Impact driven social media campaign
www.tonicbuzz.com
Apollo Munich Health Insurance Executive Summary
Company Background Client
Apollo Munich Health Insurance is a joint venture between
The Apollo Hospitals Group, its associates and Munich
Health, world leaders in health insurance, a company of the
Munich Re Group. The company operates as a standalone Agency
health insurer and offers innovative Health, Accident and
Travel insurance solutions on a PAN India basis.
Approach http://www.facebook.com/ApolloMunichHealthInsurance
With the need to create excitement around the launch,
Facebook was used as the core strategic engagement Objectives
platform to connect with people and create awareness about
Optima RESTORE. Since the brand falls in the health Apollo Munich Health Insurance collaborated with
insurance category, it was necessary to initiate a fun-based Tonic Buzz to develop a campaign to:
activity that embraces Optima RESTORE's communication
message 'Unbelievable'. - Promote the launch of their new health plan
'Optima RESTORE' through social media to build
Tonic Buzz created a viral application that required users to awareness and engage consumers. The Unbelievable
share their Unbelievable moments via pictures or videos, and aspect about the plan is that it restores your entire
garner votes for their entry. The contest was further propelled insurance amount without a charge if you exhaust it
towards success with a grand prize of winning a trip for two in the middle of a year.
to the Ice Hotel in Quebec, Canada. The activity was
complemented with thematic updates on Facebook around - Encourage people to share their favourite
'Unbelievable' pictures & stories from around the world, and a Unbelievable moments, thereby connecting with the
parallel contest on Twitter along with real-time conversations. health plan's key communication route “Unbelievable”.
Apollo Munich attempted a unique approach to launch its
new health plan in the market 'OptimaRESTORE' unlike any Creative Solution
other insurance company. A fangate was created for Participants were required to share an ‘Unbelievable’
participation in the contest along with a landing page. Posts video or picture on the Facebook page and garner votes
containing interesting facts about the Ice hotel in Quebec, for their entry. Apollo Munich gave away a grand prize
Canada were promoted, enticing the users for the grand prize that included a free trip for two to the Ice Hotel in
and encouraging greater participation. Quebec, Canada along with a lot of other prizes.
The first month of running the contest saw an increase in the
talkability of the page by 60.10 times. The average 'talking
about' in December 2011 (prior to the launch of the contest) Key Lessons
was 121 and in January 2012 (the first month of the contest)
was 7273. In the second month, the participant entries were - User engagement should be promoted through engaging
shared on the wall to encourage further participation in the content and visuals that are not commonly seen on other
contest. One of the most popular unbelievable image received brand pages.
47 shares. In the third month of the contest, the updates were
categorized into various themes such as cars, nature, - Pictorial and video updates create a better impact.
photography, places etc. and it was noted that space and
nature related posts received less interest. On an average, - Interactive posts which end with a question and are not
these posts received 67 shares within 2 days in the final text-heavy generally create curiosity amongst users to
month. engage with the brand.

2. Case Study: Impact driven social media campaign
www.tonicbuzz.com
Interaction Analysis
A lot of participants expressed excitement by appreciating the
contest on Facebook as well as Twitter. The users were
extremely engaged and happy about the contest and this
reflects in the results. There were certain posts that worked
very well. These included interactive posts which were ratable
and ended with a question. Captions, complete the sentence,
fill in the blanks and guess what posts received higher
interaction. Questions and participant photo entries proved to
Application Insights
Total installed users for the application were 1,570 while the total impressions were 2,512. The contest started on 16th January
2012 and ended on 31st March 2012. There was a sustained daily growth in the number of users throughout the campaign. 85%
of the users were between the age of 18-44 years with a maximum participation from Mumbai followed by Delhi and Kolkatta.
Twitter Activity around the Facebook contest
Twitter activity included sharing trivia about the Ice hotel and Another contest to promote the Facebook contest was
posts that created inquisitiveness. Participant videos were launched on twitter wherein tweeples had to describe
shared leading the tweeples to the Facebook application. The themselves in 100 characters and tweet the hashtag
word 'unbelievable' was used in different ways. For instance #IamUnbelievable. This boosted the contest on Facebook.
one post connected the word to the upcoming tri series while Twitter followers increased from 2,284 to 2,404 in 3
another was a general post. months.
Results
- The campaign on Facebook generated nearly 78 million - The application was installed 1,570 times by users to
impressions participate in the contest on Facebook.
- 35,000 fans were garnered during the campaign period - 6% growth in the followers on Twitter
- 180% increase in the 'talking about this' metric during the end - The Twitter contest received 19,600 impressions and
of the campaign. reached 6,600 people on Twitter.
“Total lifetime likes on the Apollo Munich Facebook page increased
from 7,711 to 42,670”