WalkForHealth – Season 4 reaches out to over 50 million people through digital innovations
Mumbai, February, 2016: With an objective to support healthy living, Max Bupa Health Insurance’s flagship event ‘Walk For Health’ had over 30,000 participants, driven by social media. #WalkForHealth created a digital wave, spanning over 45 days with its concept of Walk India Walk which targeted citizens across the Nation towards a better lifestyle.
The digital campaign led by Digital Outreach Agency, MindShift Interactive was seamlessly aligned with Max Bupa’s overall objective to leverage technology and evolving platforms to drive contextual and meaningful conversations with walkers. The campaign witnessed popularity with the participation of Olympic Athletes who endorsed the campaign by walking 1,600 kilometers from Mumbai to Delhi.
Max Bupa leveraged social media platforms to highlight the journey of the athletes, engage with its audience, and became one of the first insurance brands to leverage tools and technology such as Boomerang, Flipagrams, SloMo Videos, Hyperlapse, and Periscope for its Event.
Through engaging content on living a healthier and holistic life, and associating with prominent names such as lifestyle blogger, Miss Malini, the desire to register for the walk was successfully created, hence the message of benefits of walking effectively delivered. Celebrities such as Akshay Kumar, Nimrat Kaur and Sonam Kapoor also supported the initiative with their active participation at the Mumbai and Delhi walks. The Mumbai Dabbawalas joined in to support the walk, along with city-specific communities such as WeAreMumbai, WeAreNewDelhi, Mumbai Moms, and Seek Sherpa who helped in spreading the message of healthy living. Live coverage of the event through platforms such as Facebook, Twitter, Instagram and SnapChat accounted for further excitement amongst walkers and social media followers.
#WalkForHealth trended 5 times during the entire campaign duration across India, garnering a total of 265 million impressions and a reach of 50 million for the overall campaign. It witnessed an increase in the brand's Facebook fan base by 42,348 with an engagement ratio of 47.37%. Innovative routes to deliver content and celebrity associations played an important role in the campaign success.
Comment from Anika
Commenting on the success of the campaign, Zafar Rais, CEO MindShift Interactive said, “It’s delightful to partner with Max Bupa Health Insurance on #WalkForHealth again, a campaign that is geared towards creating a MindShift amongst Indians to walk towards a better lifestyle. This is our second year of managing digital duties for the walk and our we’re happy to have surpassed targets and create some innovative content stories along the way.”
About Max Bupa and Walk For Health
About MindShift Interactive: MindShift Interactive is an Insightful Digital Outreach powerhouse that provides businesses with a data-centric approach towards achieving an insightful, intelligent and impactful Digital presence. MindShift Interactive combines Digital Marketing and Research to provide a better experience for the consumer and brand. It currently houses three business verticals - MindShift Digital, a Digital Marketing and Influencer Relations agency; MindShift Metrics - Digital Research & Reputation Management consultancy and MindShift Activate - Events & Promotions. Each vertical is working towards achieving a unified goal of providing brands with the ideal outreach backed by ideal insights. Select key clients of MindShift Interactive include JW Marriott, Max Bupa Health Insurance, Shiseido, L’Oreal, Lancôme, Kiehl’s, Practo, NIRAV MODI, Sula Vineyards, Universal Music Group India, Myntra Fashion Weekend, Star Plus, Zokudo, SWIPE Telecom, Juice Salons, Bluestone.com, HomeShop18, Reliance 3G. MindShift has been instrumental in conceptualizing some of the largest Twitter campaigns, namely, #FeelingBlue for Reliance 3G, #ChappalMaaro for The Bombay Store & the first-ever high outreach Instagram campaign, #GoNoFilter for Lancôme and India’s 1st Emoji-based contest for Za Beauty, from the House of Shiseido.