Best Financial Services Online Campaign

In an effort to continuously improve our services and enhance plan member experience, Manulife Group Retirement launched the innovative "Summer of Savings" contest, building on the success of our previous initiatives. This campaign was crafted based on valuable feedback from our clients and strategically aligned with our ongoing commitment to prioritize mobile solutions. Over recent years, our team has made significant enhancements to the Manulife Mobile app, providing a better user experience for our members.

The Summer of Savings contest is our mobile focused contest that launched and ran from June 1 to August 31 2024, where plan members that signed into their group retirement account on the Manulife Mobile app had a chance to win one of three $5,000 cash prizes. Plan members refer to employees who have group retirement plans with Manulife through their employer.

Our goals for the contest were: to promote mobile adoption by attracting new app users, to boost mobile engagement, and to increase overall online registrations among plan members. Additionally, the contest served to enhance brand awareness of Manulife's digital tools and familiarize members with their group retirement plans.

The campaign was designed as a vibrant, multi-channel initiative featuring compelling calls to action and dynamic visuals, which successfully drove digital engagement and generated excitement among plan members.

Contributors:

Marketing Manager:	Alyssa Charles
Senior Product Owner:	Annie Huynh
Marketing Director:	Paula Del Castilho
Marketing Manager:	Stephanie Rathakrishnan
Mobile Product Owners:	Nuno Teixeira & Mark Papadopoli
Data Analysts:	Tanya Sosiak & Amadou Diallo
Design Lead:	Jesse Gibson
Editorial Lead:	Amanda Pereira
Social Lead:	Paige Anderson
Digital Experience & Automation:	Meet Desai, Sebin Panicker & Erin Carmody

JOHN HANCOCK

Location: USA