Manulife digital marketing campaign in Singapore

Manulife’s cross channel, personalised digital marketing campaign enabled it to engage with customers and capture actionable data

Manulife Singapore partnered with Fuji Xerox to deploy a cross-media, one-to-one campaign with a strong emphasis on using digital marketing to create a personalised experience.

Manulife’s aim with the campaign was to develop a one-to-one solution to foster a relationship that was at the forefront of customers’ minds. To do this, the company sought to create a personalised experience of Manulife Singapore, where each customer is a treasured individual who is able to interact with the brand directly and freely.

The strategy was focused on customers’ birthdays. Each customer was sent a personalised birthday card, signed by their agent and the content was customised according to the customer’s age, gender and past purchase profile. Inside the card was a personalised web address (PURL) to drive the customer on line to further enjoy their birthday experience.

On the website, customers were encouraged to undertake a number of fun activities such as games and quizzes. Through the responses on the website, Manulife was able to collect customer data as well as use it as an opportunity to build rapport using a soft-sell approach.

The campaign produced impressive results in just five months of its launch by offering a powerful combination of strategic points of contact.

The overall response rate of 30% produced a surge of personal data mined through the PURLs which added significantly to the Manulife database and can be used to tailor future communications.

The highly personalised print-cum-online campaign yielded numerous positive, enthusiastic responses from customers to both Manulife and its agents, strongly tightening the relationship among all three parties.

Digital channels present a terrific opportunity for insurers to reach customers in the most cost effective way. But to truly grab the opportunity, they need to launch multi-channel marketing campaigns that create a personal connection with the insurer as well as make the customer feel like they are more than “just another customer”. As Manulife’s birthday campaign shows, innovative, cross media campaigns that leverage digital marketing not only have the potential to increase engagement with and win customers but to also enhance the data that insurers hold on their customers. We believe insurers who are proactive in adopting digital marketing best practices will be better positioned to fill the engagement gap and will ultimately succeed in driving more sales.

Manulife Singapore strengthens brand relevance with cross-media campaign