Myanmar · Brand & Creative Communications
Manulife: Fourth Anniversary AR Campaign
To mark its fourth anniversary in Myanmar, Manulife wanted a celebration that customers could join rather than simply watch. Ruder Finn Era created a branded augmented reality effect and a short series of social posts inviting people to use it. Seven campaign posts reached 2.1 million people, generated 4.2 million impressions and 314.1k engagements, with 395 participants.
The challenge
An anniversary is an easy thing for a brand to announce and a hard thing to make anyone care about. Manulife's fourth year in Myanmar was a milestone for a life insurer still building familiarity in a market where insurance is not yet a habit. The brand needed the moment to deepen its relationship with followers and put a friendly, modern face on the company, rather than pass as a corporate announcement.
Our solution
Ruder Finn Era turned the anniversary into something people could take part in. A branded augmented reality effect gave followers a playful way to celebrate with Manulife on their own profiles, so the milestone travelled through customers' networks instead of staying on the brand page.
A tight series of seven campaign posts introduced the effect, encouraged participation and showcased the results, keeping the celebration focused and easy to join over a short period. Because the effect lived on users' own feeds, each participant became a small piece of media for the brand, extending the anniversary well beyond Manulife's own followers.
The results
Seven posts delivered 2.1 million reach and 4.2 million impressions, with 314.1k engagements and 395 people creating their own anniversary content.
- Client
- Manulife
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Digital Experience, Integrated Brand and Creative
- Engagement
- Project
