Title | SOCIAL PADDLING |
Brand | SUN LIFE FINANCIAL HONG KONG |
Product / Service | SUN LIFE STANLEY INTERNATIONAL DRAGON BOAT CHAMPIONSHIPS |
Category | C05. Co-creation & User Generated Content |
Entrant | CMRS DIGITAL SOLUTIONS LIMITED Hong Kong, HONG KONG |
Idea Creation | CMRS DIGITAL SOLUTIONS LIMITED Hong Kong, HONG KONG |
Media Placement | CMRS DIGITAL SOLUTIONS LIMITED Hong Kong, HONG KONG |
Production | CMRS DIGITAL SOLUTIONS LIMITED Hong Kong, HONG KONG |
Production 2 | VISUALUTION LABS, HONG KONG |
Name | Company | Position |
---|---|---|
Law Ka In | CMRS Digital Solutions | Content Creation Director |
Jenny Tsao | CMRS Digital Solutions | Assistant Content Creation Manager |
Nicole Wong | CMRS Digital Solutions | Senior Content Creation Specialist |
Chow Siu Fung | CMRS Digital Solutions | Content Creation Specialist |
Fruit Yu | CMRS Digital Solutions | Content Creation Specialist |
Au Wai Chung | CMRS Digital Solutions | Business Director |
Timothy Hasson | CMRS Digital Solutions | Social Media Manager |
Clara Tsang | CMRS Digital Solutions | Social Media Assistant |
Crystal Li | Visualution Labs | Senior Manager |
Wales Yuen | Visualution Labs | Assistant Production Manager |
Buddy Ma | Visualution Labs | Editor |
Social Paddling Not everybody can participate in an actual dragon boat race. We let fans experience on shore, but feel like on boat. Through a 2-stage user generated content challenge on social media, everybody become a social paddler.
We invited “Social Paddling” participation via a 2-phase campaign. Stage 1, we invited audiences to a Legs Paddling Challenge. Audiences were invited to team up with a friend, and to “paddle” in synchronized motion for 20 seconds, competing for the highest number of paddles. Social influencers were invited to demonstrate and encourage audiences to take the challenge. A street event was also held in the street of Causeway Bay, with social influencers inviting audience participation, and sustaining the momentum back to online. Stage 2, we invited audiences to an Athlete Selfie challenge. Utilizing a custom photo frame on Facebook, fans were invited to embark on a Dragon boat with a selfie. The selfie photos were then combined and formed a Dragon boat video, turning participants into Dragon boat paddlers. With the 2-stage campaign, we had invited mass audiences to become Social Paddlers.
Through hundreds of user generated paddling videos and athlete selfies, we had successfully invited audiences to become Social Paddlers and participated in the Dragon Boat event. The campaign had reached 1.4M mass audiences, with 101K+ engagements. Thousands of audiences including numerous non-paddlers were able to be involved and interacted with Sun Life’s annual Dragon Boat event. More people were inspired to stay healthy and #BeFun. There are 19,555 unique people engaged, while Sun Life’s Facebook has gained 5,320 new followers, a history high increment by a single campaign.
The campaign directly targets fans and audience on social platforms, to draw them to participate and contribute to a user generated content action, so as to increase their stickiness to the brand and event sponsorship. We turn everybody in to a social paddler.
We invited social audiences to participate in the Sun Life Dragon Boat event through “Social Paddling”. Dragon boat is all about teamwork. We created a social campaign inviting audiences to team up and experience Dragon Boat paddling onshore, and share their experience on social media. Through partnership with social influencers and sharing of user generated contents, we invited audiences to experience “Social Paddling”, inspiring more people to stay healthy and have fun, while further inspiring their peers on social platform.