SOCIAL INNOVATION:
John Hancock Insurance

Posted on by webdesign

In April 2015, John Hancock launched a whole spin on life insurance—policies with a component that rewards people for the everyday steps they take to be healthy. John Hancock partnered with Vitality to integrate wellness benefits and goals that can be tracked online with its life insurance products.

The primary goal of marketing efforts to introduce the insurance was to spread awareness and educate potential buyers about the new solution. John Hancock wanted to reach men and women in their late 30s to 50s who need life insurance or should consider buying it. Generating buzz around the initial launch and keeping the conversation going afterwards was imperative.

The Vitality solution was launched on two of John Hancock’s life insurance products in New York on April 8, 2015, with news coverage and an online broadcast featuring certified financial planner Jeff Rose, actor and health enthusiast Chris O’Donnell and senior John Hancock and Vitality executives.

Social media played a key role in terms of getting the word out. Geo-targeted twitter and Facebook posts helped drive foot traffic to a live activation event at Grand Central Station. Participants were encouraged to use the hash tag #5MoreNow when live tweeting for a chance to win prizes including Fitbits. Similarly, activation at the Boston Marathon Expo the following weekend also encouraged people to post their healthy activities.

The geo-targeting capabilities of Twitter proved invaluable in reaching the target audience in and around Grand Central at the time of the event, to drive foot traffic and generate buzz. It capitalized on Twitter TV, targeting to deliver content to users who had potentially seen the TV spot to help extend John Hancock/Vitality’s branded messaging.

In the month of the launch, more than 1,800 posts by over 1,100 different authors mentioned the Vitality solution. Ninety-seven percent of the comments were either positive or neutral while only 3% of remarks had a negative tone.

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