1. This is how we envisioned #HealthyMarching
Social Media
Harnessing latest Facebook trends
Word of mouth augmentation through celebrated and trusted influencers
Tying together an ambassador for the first time on digital who shares the same values as our product
Optimising overall brand sentiment by reducing neutral and negative, and increasing the positive pie
Creative Initiatives
Crafting a relatable and unorthodox VIS
Make the product engaging through a fast paced/heart racing video
Breaking perceived category norms to increase relatability
Tech Integrations
Maximising landing page capabilities with integration of multiple tabs- each solving a unique purpose
Taking a mobile first approach to ensure campaigns alignment with digital consumption patterns
Media Amplification
Increase brand awareness leading to spontaneous recall
Recruiting a larger audience than current brand social community by introducing them to core product philosophy
Drive performance and business utility by running tactical and extremely targeted campaigns
Gifs |360° Post | Celebrating participation|
Moment planning

2. Overview 01 02 03 04 05 Reach and Followers on Twitter
Engagement Rate and Fan Growth on Facebook
Participation dominated by Men
2600+ Entries
Change in sentiment
(Pre Vs Post Campaign)
Impressions: 79M
Conversations: 26,291
9% growth in Twitter followers for @ApolloMunic hIns
Pre Contest Engagement rate: 3.6%
Post Contest Engagement Rate: 13.59%
Organic fan growth during contest phase: 2%
60% participants were Men. Benefits: Majority decision makers for Health Insurance Participation helps build spontaneous recall in the audience
Twitter entries:
Facebook entries: 650+
Pre campaign: Negative Sentiment: 9% Positive Sentiment: 1%
Post campaign Negative Sentiment: 1% Positive Sentiment: 20%

3. Increase in Comments and Interactions
5,073
DURING CAMPAIGN:
Average Interactions per Post
13.59%
DURING CAMPAIGN:
Average Engagement per Post
25X INCREASE
4X INCREASE
196
PRE CAMPAIGN:
Average Interactions per Post
3.6%
PRE CAMPAIGN:
Average Engagement per Post

4. Increase in Reach and Fan Base
-0.12%
PRE CAMPAIGN
Fan Growth 2%
DURING CAMPAIGN
Fan Growth
16X INCREASE
PRE CAMPAIGN
Organic Reach per Post
5,835
DURING CAMPAIGN
Organic Reach per Post
1.26X INCREASE
4,614

5. Tapping into Content Trends
FACT:
360° Photos get more organic push
Novel content drives more interactions
11.73X INCREASE
PRE CAMPAIGN
Organic Reach per Post
54K
DURING CAMPAIGN
360°Organic Reach
4,614
11.73X INCREASE
PRE CAMPAIGN
Organic Interaction per Post 6%
DURING CAMPAIGN
Organic 360° Interaction
3.6%

6. 12,000 CONVERSATIONS DROVE 2,600+ #HEALTHYMARCHING ENTRIES
60% Male and 40% Female drove 20% positive sentiment
POSITIVE
SENTIMENT
20%
NEGATIVE SENTIMENT 0%
NEUTRAL SENTIMENT
80%
79M
IMPRESSION
12,000
CONVERSATIONS
1,954
USERS
2,000+
ENTRIES
*Source: Sysomos

7. We made a lot of noise on Twitter by trending for 46 Hours during the 21 Day Challenge
TRENDING AT NO 1 for over 7 hours
TRENDING AT NO 2 when Rannivjay tweeted

8. Ranvvijay’s (Celebrity) impact on #HealthyMarching
RANNVIJAY
FAN REACTION 4
TWEETS
Number of Tweets
2,264 MENTIONS
MENTIONS
1,631
USERS
USERS
Impressions
2 Million
IMPRESSIONS
33.2 Mil
IMPRESSIONS
IMPRESSIONS
RETWEETS
508
RETWEETS

9. PRE & POST CAMPAIGN - BRAND SENTIMENT ANALYSIS
#HealthyMarching campaign drowned the negativity around the Brand
90%
79%
NEUTRAL
NEUTRAL 9% 1%
NEGATIVE
NEGATIVE 1%
20%
POSITIVE
POSITIVE
Claim settlement and proper service were the major issue for Apollo Munich
Users appreciating the Initiative #HealthyMarching and happy talking about giveaways
*Source: Sysomos

10. LANDING PAGE: Ensured user journey was simple and mobile optimisedUI
mobile first, by ensuring device features were leveraged, to reduce drop offs. UX
Optimise UX by ensuring page load and page speed were optimal as per mobile standards.

11. STAY ACITVE AND SAVE TAX WITH #HealthyMarching
MPA
SA-Save tax
SA-Save tax-New2
SA-Save tax-New3
SA-Save tax-New4
SA-Stay Active
SA-Stay Active-Blue
Countdown
SA-Save tax-New1
Engagement Rate
11.6%
78 Million
Impressions
3.5 Million
Reach
Engagement 467,700
Video Views Lac
Page Likes 3747
Website Clicks 728K

12. Video Campaign Performance
Product Video: Creating Brand Awareness and Spont Recall
#HM Video: Celebrating the #HM Challenge and Movement to drive positive sentiment
Views
60K
CPV
Rs. 0.84
Views
2.12 Lac
CPV
Rs. 1.13
Reach
5.6 Million
Reach
2.1 Million