Manulife-Sinochem

Challenge

To better analyse and learn the narratives revolving around the company’s messages to the public, the company’s brand marketing and consumer franchise teams set out to create a reporting framework which epitomises the company’s wide network of influence in China. The company also needed robust and rich data from Chinese media platforms which they can then use the insights to develop a content creation strategy

The teams in Manulife-Sinochem also needed a solution which would answer their queries in a highly dynamic industry such as digital insurance. To maintain the company's positive branding, the teams need to always stay alert on potential crises such as controversies and misinformation.

Solution

Traversing the public relations and marketing functions in the company, Meltwater began building processes for Manulife-Sinochem to track the media landscapes in the Chinese market.

Within three months, Meltwater also worked with Manulife-Sinochem to create a reporting line where we set up complex search queries to better illustrate the financial company’s standing in social media. These insights gave Manulife-Sinochem a clearer overview of what issues the audience was talking about in Chinese social media.

Utilising these issues and insights from social media data in the Chinese social media, the teams could strategise the types of content they needed to better relay targeted messages for their clients and customers. Covering issues such as marriage, elder care, and spending trends helped Manulife-Sinochem to better relate and develop a connection with their audiences.