Ranjani Raghupathi
Aug 11, 2015

Ensuring engagement in the insurance industry

Engagement Meter: Staying relevant and interesting in a non-sexy industry such as insurance is no easy feat. Take a look at how five brands overcame the challenge to top the engagement charts.

Ensuring engagement in the insurance industry

Unmetric, a social media intelligence firm focused on brands, uses its analytics platform to uncover the top performing campaigns, content and videos in the APAC region. Unmetric's Engagement Score rates each piece of content from 0 to 1000 depending on the amount of user interactions, which allows easy comparison of content regardless of the number of fans or followers a brand has. For the weekly Engagement Meter feature, Unmetric curates the list to pick the most creative, innovative or unusual initiatives. Here is a roundup of a few of the best in the period of 3 to 9 August.

1. Cigna TTK Health Insurance
Engagement Score – 1,000

Cigna TTK spruced up its contest by asking fans to share a Dubsmash for a chance to win gym memberships and other goodies. By using a trending fad, the brand became more relatable to fans. It’s no surprise that the post received full engagement and thousands of Likes.

#Dubsmash #Contest Participate today to #HealthSmash your way to some awesome prizes! Join the fun here: http://bit.ly/CignaTTKHealthSmash

Posted by Cigna TTK Health Insurance on Monday, 3 August 2015

2. AIA Hong Kong
Engagement Score – 1,000

AIA confirmed its sponsorship of Maroon5’s world tour, coming to Hong Kong in September. Fans expressed a huge amount of interest in the tour and this got the post shared over 1,000 times.

AIA呈獻:MAROON 5世界巡迴演唱會– 香港站 將於9月4日於亞洲國際博覽館舉行。來自日本、韓國、台灣和菲律賓的忠實歌迷已對樂隊在4月頭公佈的巡演表現出非常熱烈的支持。香港的樂迷也將於 9月得到這個跟MAROON 5一同搖滾的機會...

Posted by AIA Hong Kong on Sunday, 2 August 2015

3. Policy Bazaar India
Engagement Score – 999

Policy Bazaar leveraged Indian comedian Kapil Sharma for its new ad campaign. This post highlights the crux of the ad and uses humour to lead viewers to the ad on YouTube.

Don’t be lazy, getting a car insurance is a smart investment. Compare wisely and don’t be an ullu. Click here to watch our TVC: http://bit.ly/1TNxGM7#KapilVsUllu

Posted by PolicyBazaar on Thursday, 6 August 2015

4. AXA People Protectors Indonesia
Engagement Score – 996

The digital natives are not yet adept with innovative ways to recycle cellphones. AXA People Protectors introduced “Rico”, the smart invention that will help people monitor the temperature at home with an old cellphone that they no longer use. The post is perfect proof that good information will always get attention. The inclusion of such content gave the brand an engagement win.

Lebih dari 700 juta ponsel bekas dibuang setiap tahunnya. Namun, kurang dari 10% ponsel tersebut didaur ulang. Untuk...

Posted by AXA People Protectors on Wednesday, 5 August 2015

5. Reliance Life Insurance India
Engagement Score – 990

As part of its #DoGood stories, Reliance Life Insurance shared this story of a boy. It covered the after-virality effect of the story which raised donations and scholarships for the boy’s education. This touched fans’ hearts and gave the brand close to 9,000 Likes.

Joyce Torrefranca posted a picture of this boy doing homework in the street light because he had nowhere else to go. The...

Posted by Reliance Life Insurance on Thursday, 6 August 2015


About the author

Ranjani Raghupathi is marketing executive at Unmetric. You can follow her on Twitter @ranjanithinks.




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