Case Study: Prudential Singapore achieves 28% brand-awareness lift and 14 million video views with Facebook Canvas

Prudential Singapore - Customer Case Study

Prudential Singapore, a life insurance company committed to being “Always Listening. Always Understanding.,” faced declining top-of-mind awareness and wanted to reposition itself as a brand that cares about the health of Singaporeans’ relationships. The challenge was to raise brand mindshare and spark meaningful conversations about relationships across a broad, targeted audience.

Prudential launched the Relationship Reconnect campaign—filming pairs staring into each other’s eyes for four minutes—and used Facebook Canvas and mobile-optimized 30-second video edits in carousel ads, plus reach-and-frequency buying and tailored thumbnails to engage viewers. The campaign drove 14 million video views and strong brand lifts: a 28% increase in brand awareness, a 51% increase in willingness to talk to a Prudential agent, a 2× increase in message association among people 45+, and a 20% rise in perceived uniqueness.

Prudential Singapore

Angela Hunter

Chief Marketing Officer