Immortalizing Happiness: MetLife Hong Kong’s Infinity App
MetLife Hong Kong launched their Infinity app and sought earned media coverage to further publicize the app’s unique features. However, they were unfamiliar with local media environment and had no experience working with journalists.
Designed to make people feel positive today through mobile, the Infinity app is a unique virtual time capsule, focusing on positive moments in life. It allows people to capture, store and share these special memories with their loved ones at a predetermined time in the future.
Planning & Execution
Our PR strategy took on an innovative approach: Infinity App seeding to Hong Kong’s most influential tech bloggers, journalists, key opinion leaders, and business publications.We knew that by experiencing the app first-hand, journalists would be more willing to write a favorable article about Infinity.By proactively engaging our target list of prominent tech journalists and bloggers in Hong Kong, we aimed to secure featured stories on top portals that are fully on-message and capture the essence of the happiness the Infinity App immortalizes.
Effectiveness / Results
Secured 19 pieces of coverage from Hong Kong’s top IT publications and bloggers, including hits on social mediaOnline Buzz increased 11 times where 97% of Infinity mentions were positiveSearch queries on Google and Yahoo increased by 8 timesReceived overwhelmingly positive reviews by top tech sites: “An App better than Facebook/Whatsapp” – ePrice; “(MetLife Infinity) is a rarity in today’s market. An intersection between innovation and tenderness, Infinity is definitely worth downloading.” – Ring HK; “Top 5 coolest app” – Tech Cocktail; “Cool and surprising insurance app.” – Insure.com; also mentioned in Randi Zuckerberg’s “10 Most Exciting Trends in Social Media” on LifeHealthPro.comThe app won multiple industry awards, including “Innovation Award” at the 2014 Asia Insurance Technology Awards, “Outstanding Achiever for Best Use of Technology” at the BENCHMARK Wealth Management Awards 2014, Bronze Awards for “Best App in Creative Design” and “Best App in Consumer Brand” at the 2015 Mob-Ex Awards Hong Kong, Silver for “Best App” at the 2015 Asia-Pacific Stevie® Awards, and Gold for “Best Use of Digital” at the PRWeek Awards Asia 2015