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MANULIFE CASE STUDY

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 01 BACKGROUND
04 ACHIEVEMENTS

Agenda
02 TARGET AUDIENCE &
OBJECTIVE
05 SUMMARY

03 PAIN POINT &

SOLUTION
Manulife is a leading international financial services
group that helps people make their decisions
easier and lives better. With their global
headquarters in Toronto, they operate as Manulife
across our offices in Canada, Asia, and Europe,
and primarily as John Hancock in the United States.

As a world-renowned insurance partner, Manulife

hopes to further enhance its brand awareness by
leveraging different ad formats and driving traffic
to its official website.
TARGET AUDIENCE
• Chinese expats in Hong Kong
with monthly income filtering
(RMB$50K)
• Consumer who are interested in
Hong Kong insurance products
• Chinese audience who have
travel intentions to HK/Macau

OBJECTIVE
To boost brand awareness of
Manulife and drive visitors to its
official website
 PAIN POINT & SOLUTION

PAIN POINT SOLUTION

HARD TO ACHIEVE PRECISE TARGETING: IDENTIFY PROSPECTING CONSUMERS WITH
FOLLOWING TARGETTING CRITERIA

• Require highly precise targeting criteria to target the • Prospecting

right TA in order to deliver a cost-effective marketing
campaign
• Geo and Demographic: Chinese Expats in Hong
Kong with Monthly Income filtering (RMB$50K)
• Interests: Consumers interested in purchasing
insurance products
• Intentions: Affluent Chinese audience who have
travel intentions to HK/Macau
 ACHIEVEMENTS

* Find New brand photos here

through the brand’s website / 14%
ask designer for assistance Impressions is
higher than
expected
Please follow the image shape
and style (soft edge + shadow)

32% 17.5%
Clicks are CTR is higher
higher than than expected
expected
 SUMMARY

• Objective: To increase brand awareness and drive traffic to the official

website with different ad formats
• Format: Display banner and native ad
• GEO: Hong Kong and China
• Targeting:
• Chinese Expats in Hong Kong with Monthly Income filtering (RMB$50K)
• Consumers who are interested in Hong Kong Insurance
• Affluent Chinese audience who have travel intentions to HK/Macau

ACHIEVEMENTS

o Over delivered 14% higher impressions than expected

o Clicks are 32% more than expected
o CTR performed 17.5% better than expected
 SIMPLE YET
POWERFUL

THANK YOU

化繁为简，简而有力

Powerful Marketing Technology

Built For Transparency
Engineered For Results