Asia Insurance Innovation Award 2017 - Apollo Munich
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Nominee for The Digital Insurer Asian Insurance Innovation Award
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Asia Insurance Innovation Award 2017 - Apollo Munich
- 1. This is how we envisioned #HealthyMarching
- 2. • Impressions: 79M • Conversations: 26,291 • 9% growth in Twitter followers for @ApolloMunic hIns • 60% participants were Men. Benefits: Majority decision makers for Health Insurance Participation helps build spontaneous recall in the audience • Twitter entries: 2000+ • Facebook entries: 650+ • Pre campaign: Negative Sentiment: 9% Positive Sentiment: 1% • Post campaign Negative Sentiment: 1% Positive Sentiment: 20% Overview Reach and Followers on Twitter Participation dominated by Men 2600+ Entries Change in sentiment (Pre Vs Post Campaign) 01 03 04 05 • Pre Contest Engagement rate: 3.6% • Post Contest Engagement Rate: 13.59% • Organic fan growth during contest phase: 2% Engagement Rate and Fan Growth on Facebook 02
- 3. Increase in Comments and Interactions 25X INCREASE 4X INCREASE
- 4. Increase in Reach and Fan Base 16X INCREASE 1.26X INCREASE 4,614
- 5. Tapping into Content Trends FACT: 360° Photos get more organic push Novel content drives more interactions 11.73X INCREASE 4,614 11.73X INCREASE 3.6%
- 6. 12,000 CONVERSATIONS DROVE 2,600+ #HEALTHYMARCHING ENTRIES 60% Male and 40% Female drove 20% positive sentiment *Source: Sysomos POSITIVE SENTIMENT20% NEGATIVE SENTIMENT0% NEUTRAL SENTIMENT80% 79M IMPRESSION 12,000 CONVERSATIONS 1,954 USERS 2,000+ ENTRIES
- 7. We made a lot of noise on Twitter by trending for 46 Hours during the 21 Day Challenge TRENDING AT NO 1 for over 7 hoursTRENDING AT NO 2 when Rannivjay tweeted
- 8. Ranvvijay’s (Celebrity) impact on #HealthyMarching MENTIONS USERS IMPRESSIONS RETWEETS 2,264 MENTIONS 1,631 USERS 33.2 Mil IMPRESSIONS 508 RETWEETS FAN REACTIONRANNVIJAY Number of Tweets Impressions 4 TWEETS 2 Million IMPRESSIONS
- 9. PRE & POST CAMPAIGN - BRAND SENTIMENT ANALYSIS #HealthyMarching campaign drowned the negativity around the Brand 79% 1% 20% 90% 9% 1% NEUTRAL NEGATIVE POSITIVE NEUTRAL NEGATIVE POSITIVE Claim settlement and proper service were the major issue for Apollo Munich Users appreciating the Initiative #HealthyMarching and happy talking about giveaways *Source: Sysomos
- 10. LANDING PAGE: Ensured user journey was simple and mobile optimised
- 11. STAY ACITVE AND SAVE TAX WITH #HealthyMarching MPA SA-Save tax SA-Save tax-New2 SA-Save tax-New3 SA-Save tax-New4 SA-Stay Active SA-Stay Active- Blue Countdown SA-Save tax-New1
- 12. Video Campaign Performance Product Video: Creating Brand Awareness and Spont Recall #HM Video: Celebrating the #HM Challenge and Movement to drive positive sentiment Views 2.12 Lac CPV Rs. 1.13 Reach 2.1 Million Views 60K CPV Rs. 0.84 Reach 5.6 Million
Editor's Notes
- Gifs |360° Post | Celebrating participation| Moment planning