Case Study: Impact driven social media campaignwww.tonicbuzz.com

http://www.facebook.com/ApolloMunichHealthInsurance

Executive Summary

Client

Agency

Objectives

Apollo Munich Health Insurance collaborated with Tonic Buzz to develop a campaign to:

- Promote the launch of their new health plan 'Optima RESTORE' through social media to build awareness and engage consumers. The Unbelievable aspect about the plan is that it restores your entire insurance amount without a charge if you exhaust it in the middle of a year.

- Encourage people to share their favourite Unbelievable moments, thereby connecting with the health plan's key communication route “Unbelievable”.

Creative Solution

Participants were required to share an ‘Unbelievable’ video or picture on the Facebook page and garner votes for their entry. Apollo Munich gave away a grand prizethat included a free trip for two to the Ice Hotel inQuebec, Canada along with a lot of other prizes.

Key Lessons

- User engagement should be promoted through engagingcontent and visuals that are not commonly seen on otherbrand pages.

- Pictorial and video updates create a better impact.

- Interactive posts which end with a question and are nottext-heavy generally create curiosity amongst users to engage with the brand.

Apollo Munich Health Insurance

Approach

Company Background

Apollo Munich Health Insurance is a joint venture between The Apollo Hospitals Group, its associates and MunichHealth, world leaders in health insurance, a company of theMunich Re Group. The company operates as a standalonehealth insurer and offers innovative Health, Accident and Travel insurance solutions on a PAN India basis.

With the need to create excitement around the launch, Facebook was used as the core strategic engagement platform to connect with people and create awareness about Optima RESTORE. Since the brand falls in the health insurance category, it was necessary to initiate a fun-based activity that embraces Optima RESTORE's communicationmessage 'Unbelievable'.

Tonic Buzz created a viral application that required users to share their Unbelievable moments via pictures or videos, and garner votes for their entry. The contest was further propelledtowards success with a grand prize of winning a trip for two to the Ice Hotel in Quebec, Canada. The activity was complemented with thematic updates on Facebook around 'Unbelievable' pictures & stories from around the world, and a parallel contest on Twitter along with real-time conversations.Apollo Munich attempted a unique approach to launch its new health plan in the market 'OptimaRESTORE' unlike any other insurance company. A fangate was created for participation in the contest along with a landing page. Postscontaining interesting facts about the Ice hotel in Quebec, Canada were promoted, enticing the users for the grand prizeand encouraging greater participation.

The first month of running the contest saw an increase in the talkability of the page by 60.10 times. The average 'talking about' in December 2011 (prior to the launch of the contest) was 121 and in January 2012 (the first month of the contest) was 7273. In the second month, the participant entries were shared on the wall to encourage further participation in the contest. One of the most popular unbelievable image received 47 shares. In the third month of the contest, the updates were categorized into various themes such as cars, nature, photography, places etc. and it was noted that space and nature related posts received less interest. On an average, these posts received 67 shares within 2 days in the final month.

Case Study: Impact driven social media campaignwww.tonicbuzz.com

Interaction Analysis

A lot of participants expressed excitement by appreciating the contest on Facebook as well as Twitter. The users were extremely engaged and happy about the contest and this reflects in the results. There were certain posts that worked very well. These included interactive posts which were ratable and ended with a question. Captions, complete the sentence, fill in the blanks and guess what posts received higher interaction. Questions and participant photo entries proved to

Application Insights

thTotal installed users for the application were 1,570 while the total impressions were 2,512. The contest started on 16 January st2012 and ended on 31 March 2012. There was a sustained daily growth in the number of users throughout the campaign. 85%

of the users were between the age of 18-44 years with a maximum participation from Mumbai followed by Delhi and Kolkatta.

Twitter Activity around the Facebook contest

Twitter activity included sharing trivia about the Ice hotel and posts that created inquisitiveness. Participant videos were shared leading the tweeples to the Facebook application. The word 'unbelievable' was used in different ways. For instance one post connected the word to the upcoming tri series while another was a general post.

“Total lifetime likes on the Apollo Munich Facebook page increased from 7,711 to 42,670”

Another contest to promote the Facebook contest was launched on twitter wherein tweeples had to describe themselves in 100 characters and tweet the hashtag #IamUnbelievable. This boosted the contest on Facebook. Twitter followers increased from 2,284 to 2,404 in 3 months.

Results

- The campaign on Facebook generated nearly 78 million impressions - 35,000 fans were garnered during the campaign period

- 180% increase in the 'talking about this' metric during the end of the campaign.

- The application was installed 1,570 times by users to participate in the contest on Facebook.

- 6% growth in the followers on Twitter

- The Twitter contest received 19,600 impressions and reached 6,600 people on Twitter.