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Best Use of Social Media


Gold
Campaign Title

ManulifeMOVE
Client

Manulife (International) Limited
Agency

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ManulifeMOVE is an easy-to-use health and wellness programme that encourages people in Hong Kong and Macau to live more active lives. Manulife launched the simple, innovative customer-centric solution to reward physically active customers with premium discounts. The more members move, the bigger the discount they can earn through using the ManulifeMOVE mobile app.


The core of our communications plan — targeted at tech-savvy Gen Y consumers — was to bring the ManulifeMOVE campaign to life on social media. We unvited local bloggers and online influencers, including singers, DJs, TV hosts and celebrities to participate in fitness challenges accompanied with video posts. Endorsements from key opinion leaders (KOLs) fuelled online buzz, and we sustained online interest by linking online and offline with consumer activation events in high-traffic areas of Hong Kong. Campaign ambassador Pakho Chau made frequent references to ManulifeMOVE on Facebook and invited friends to join challenges that promoted healthier, active lifestyles. Chau and seven other KOLs frequently shared content across different social media channels, driving online conversation and sustaining our online presence throughout the campaign. Our activation events encouraged the public to upload their own MOVE pictures and share with the hashtag #moveHK through Facebook and Instagram.

Silver
Campaign Title

Star Wars at Changi
Client

Changi Airport Group (Singapore)
Agency

-

The airport built two life-sized replicas of the X-wing fighter and TIE fighter in the terminal buildings - a first in Singapore. For the launch event, Changi Airport and All Nippon Airways brought in the special R2-D2 ANA jet bearing the Star Wars livery to Singapore for three days in an unprecedented move.


Attracting more than 2,000 excited attendees, the launch event saw the unveiling of the star-fighters. A battalion of Stormtroopers and X-Wing Fighter pilots marched from one terminal to another and engaged in battle in front of the audience.


The event was immensely popular among Star Wars fans worldwide, gathering more than 220 pieces of print, online and broadcast coverage internationally — including a mention on the Tonight Show with Jimmy Fallon. Changi Airport's social media posts reached 6.25 million people and received 548,000 engagements organically. During the eight-week event, 18,000 official photos were taken at the X-Wing Fighter. A total of 15,700 user-generated tweets and 3,400 Instagram photos and videos about #StarWarsatChangi were posted. Some 1.2 million visitors came to view, photograph and participate in various activities at the event sites. 

Silver
Campaign Title

Perfume Portraits
Client

Unilever
Agency

Golin

The campaign was designed to land our fragrance proposition with our target audience of 20+-year-old women in India, who often do not understand fragrances due to unfamiliarity. The challenge was to inspire and convince them to see fragrance as an essential, yet often overlooked, part of beauty. We juxtaposed Katrina Kaif, reigning Bollywood superstar famed for her stunning physical beauty, against Bhavesh Patel, a visually impaired photographer, who relied solely on the Lux Magical Spell body wash fragrance she was wearing to capture the essence of her beauty. Working with beauty bloggers and online influencers to seed the film pre-launch, the film reached 15+ million YouTube views; achieving the highest brand recall and shareability scores in India; snagging Best In Class in Google's Brand Lift survey; and delivering 30 per cent sales uplift.

Bronze
Campaign Title

Secoo Saves the Best For Last
Client

Secoo.com
Agency

Weber Shandwick

By positioning a luxury shopping festival as the ultimate opportunity to reward oneself and their loved ones for the festive season, e-commerce platform Secoo managed to get Chinese consumers to overcome a deep reluctance to shop for high-priced items online and achieve an unprecedented RMB100 million in sales within just eight hours. Through a campaign aptly themed “Save the Best for Last”, the brand combined the use of elegant aesthetics, creative video, and influencer engagement to remind consumers that they deserved to reward themselves handsomely to herald in the New Year. In doing so, Secoo highlighted the wide range of products offered through its December 17th Luxury Shopping Festival, or “1217”. As a result, not only did Secoo break previous sales records, it also made 1217 a highly anticipated shopping festival this year, and a great excuse for year-end shopping possibly for years to come.