Redefining the paradigm of savings: Manulife’s empowering narrative of growth

Manulife is redefining savings with its flagship product, Genesis, offering clients a rewarding and flexible solution for life's transitions. Our social campaign highlights the difference between "passive saving” (儲錢) and “strategic saving” (儲蓄) , transforming the traditionally defensive narrative surrounding insurance into an empowering narrative of growth.

To optimise the resonance and impact of our messaging, we implemented a comprehensive strategy that utilised multiple channels and key opinion leaders (KOLs). One of the notable highlights was the inclusion of Ben Sir (歐陽偉豪), a distinguished former lecturer renowned for his engaging pedagogical approach, in our core social videos.  

He effectively articulated the distinction between "儲錢" and "儲蓄," while vividly illustrating scenarios relevant to our target audience, thereby showcasing the benefits of Manulife’s flagship life-insurance savings plan, Genesis. To captivate viewers, we incorporated an innovative "perspective cinematography" technique, creating a visually compelling motif that reinforces our message to redefine and view "savings from a new perspective."  

To enhance our campaign message and maximise social media impact, we partnered with key opinion leaders (KOLs), YouTubers, and reputable publications to engage specific audience segments. These influencers skillfully integrated our narratives into their content, delivering stories that were both relatable and engaging.

A notable collaboration featured renowned street interviewer and YouTuber Torres Pit, who conducted a street interview to explore the financial mindset of Hong Kong residents. His findings emphasised the importance of taking charge of one's financial future and transitioning from a passive to an active financial planning strategy to achieve personal aspirations. The street interview video gained massive virality and was even recognised as YouTube’s #1 Branded Video in May 2024, amassing over 900,000+ organic views and generating more than 1,400 positive comments. 

About PRIZM Group 

PRIZM Group is a global digital agency with offices in Asia and Oceania, delivering one-stop bespoke marketing technology solutions that fit every vertical and business types. We specialise in not only digital solutions, but also synchronising the integration of the trio to empower the formation of the ideal seamless digital experience that our clients' customer seeks. The team strives to offer seamless integration by applying intelligent dialogues with different adaptive marketing modules such as messaging bot, digital activation, CRM and eCommerce capabilities to form a complete digital ecosystem. 

This article is sponsored by PRIZM Group.