SunLife: Viral Success with the ‘Welcome to Life After 50’ Video Series

Develop a social video series for SunLife that inspires and engages their over-50s audience, driving brand favourability and organic reach.

‍Challenge

To create engaging online video content that resonates with SunLife’s audience while breaking stereotypes about life after 50. The series needed to inspire viewers and generate meaningful social engagement while showcasing SunLife’s ethos of celebrating life at any age.

‍Insight

SunLife understands its audience deeply, recognising their desire for inspiring, relatable stories that reflect their vibrant lives. By sharing uplifting tales of extraordinary individuals over 50, SunLife not only highlights its brand values but also connects emotionally with potential customers searching for over-50s life insurance.

‍Creative Strategy

The ‘Welcome to Life After 50’ series features inspirational stories of individuals who embody the joy and potential of life beyond 50. From tandem cyclists Graeme (86) and Betty (91) to an 82-year-old ballet dancer, each story challenges outdated stereotypes and celebrates life’s possibilities at any age.All videos are produced in-house by Happy Hour’s talented crew, ensuring high-quality visuals and cost-effective production. The tandem cyclist video, for instance, captures the duo’s spirit and charm while emphasising SunLife’s commitment to celebrating life’s possibilities. A punchy yet emotive tone ensures maximum engagement with viewers across social platforms.‍

Results

The campaign’s success speaks for itself:

• Graeme and Betty’s tandem cycling story went viral, amassing over 13 million views and 224,000 shares.
• Other videos, such as Tessa Morgan’s ballet story and DJ Bernie’s musical journey, garnered 1.8 million and 924,000 views respectively, with thousands of shares across platforms.
• Organic reach and engagement soared, proving that genuine, relatable content resonates with audiences even amidst challenging social media algorithms.