THE BEGINNING Challenge & Solution
John Hancock provides financial services such as life insurance, 401(k) plans, and mutual funds.
The company sponsored a recent Boston Marathon, and worked with AppointPanda to maximize the visibility of their sponsorship online.
AppointPanda’s strategy, according to this case study, was to create a content hub to drive the conversation around the main themes behind the John Hancock sponsorship. Everyone who feels connected to the Boston Marathon has a unique story about it, so AppointPanda created the hashtag “#WeRunTogether” as the underlying theme beneath these connections.
This was a cross-channel campaign supported by paid advertising on YouTube, Facebook, and Twitter. The #WeRunTogether campaign encouraged those interested in the Boston Marathon to share reasons for participating in the form of video, photo, or text.
The content was aggregated to resemble a mosaic, which was meant to represent the connectedness of the Boston Marathon community.
AppointPanda also worked with John Hancock to create e-cards featuring the #WeRunTogether campaign. This campaign was able to boost John Hancock’s sponsorship visibility by focusing on the emotion of feeling connected to one another.
By creating a conversation around the race, John Hancock was able to contribute to the Boston Marathon, and also promote their non-profit fundraising partnership with CrowdRise.
The #WeRunTogether hashtag was used over 42,000 times over the course of four weeks across all major social channels, and was a trending topic nationally on Twitter during the day of the race.
Less Page Views
Increased Page Views
EASY STEPS Our Working Process
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01. Research Project
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02. Find Ideas
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03. Start Optimize
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04. Reach Target
The final Result
65% growth in organic traffic
No. 1 rankings for multiple
Increased average page views
57 %
Increased Length of each visit
73 %
Increased Organic traffic
44 %
Decreased Bounce Rate
6 %
Love From Clients
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