Manulife conducted a nationwide sneaker drop through a lucky draw, releasing a total of 7 sneakers across the 5-week campaign. To participate, interested users were required to provide their name and contact information via an external lead generation form. These leads were subsequently shared with Manulife’s Financial Advisors.
In a strategic collaboration, Manulife collaborated with Carousell to expand campaign reach and run targeted ads, aiming at their “Sneakerheads” community. To enhance engagement and interaction, Manulife also established an official Carousell user account, allowing users to explore and engage with each week’s sneaker drop and register for the draw directly on the platform.