Case study: Tuning in on social media

In October 2012, Tune Insurance had almost no social media presence. To increase its official Facebook following, Tune Insurance launched the Tune In & Win campaign in December 2012 to January 2013 to engage fans while to educate about its insurance products in an interactive way.

The campaign aimed to garner 10,000 followers on Facebook.

With year-end festivities looming, the time was right to run a social engagement campaign that offered great prizes consisting of AirAsia flight tickets with Tune Ins travel protection.

Among the flight destinations up for grabs were to Perth, Hong Kong, Bali and Langkawi. Other prizes included Tune Hotels Stay vouchers and BIG points.

On social media platforms such as Facebook, Twitter and Instagram, a fun and light-hearted social media game was created to reach out to users in Malaysia, Singapore, Thailand and Indonesia.

The Facebook application called "Tune In & Win" was also created, where participants had to register to play. There were six simple tasks to be completed relating to the insurance product.

On Twitter, the ‘bonus hour' timings were announced to users at random hours.

The brand also reached out to photography fans via Instagram. They were asked to post photos by the theme of "What does the holiday mean to you?" in red and white colour themes.

The Tune In & Win campaign was publicised through the company's website and social media platforms.

By the end of the campaign, the results were gauged by the number of "likes", engagement with postings, shares and the Facebook insights on reach and virality of the app.

The campaign creative was executed by Loki Media and on-ground execution by Jiggee Events. The social media campaign was done by Tune Ins marketing group as no social media team was present yet at the point of campaign execution.

To know how many followers Tune Insurance successfully garnered through this social media campaign and details of the social media execution, grab a copy of Advertising + Marketing's next issue.