Case Study: Manulife‑Sinochem achieves richer audience insights and faster social listening in China with Meltwater

How Manulife-Sinochem uses social listening to better understand and reach consumer groups

Manulife‑Sinochem, China’s first life‑insurance joint venture founded in 1996, serves over 1.8 million clients with more than 17,000 employees. With broad mainstream and social media coverage across platforms like Weibo, WeChat, Toutiao and Douyin, the company needed a robust way to measure mindshare, monitor conversations and potential crises, and turn Chinese social data into a targeted content strategy for local markets.

Meltwater built a social‑listening and reporting framework—deploying complex search queries and automated data processing across Chinese platforms—to surface audience issues and trends within three months. By analyzing nearly 3 million documents (including research with Fudan University) and focusing content on topics like marriage, elder care, the 3‑child policy and retirement, Manulife‑Sinochem reduced data collection time, improved crisis alerts, developed more audience‑centric content and strengthened branding and product development.

Manulife-Sinochem

Mia Qin

Digital Marketing Manager