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A social media case study on how a financial brand like Bajaj Allianz used social media to educate young parents about the need for financial planning for children. The social media efforts for the brand were made by Windchimes Communications that helped the brand engage with young parents online and also created awareness for the Child Plan product using various social media tools.
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Social Media Marketing Case Study
Bajaj Allianz Child Plan
Communication Objectives
Educate and encourage young parents to plan for their child’s future
Build engagement amongst parents online
Create awareness for features of Child Plan
Promote events & movie associations for the brand
Enhance overall online visibility for Bajaj Allianz’s products
Who did we speak to?
Demographics:– Young parents; Men & Women with children
in the age group of 2 to 10 years– 28-35 years– SEC A/B
Psychographics:– Goal oriented, ambitious for themselves and
children– Open to new ideas; liberal-minded– Organized in everything from expenses to
time– Traditional in values, yet modern in outlook– High personal involvement in child’s
upbringing– Financially aware; know planning is essential
to a child’s future
The Campaign Idea
To take forward the Jiyo Befikar brand proposition
‘Jiyo Befikar with Bajaj Allianz Child Plan’
How did we do it?
Understanding talk points on child planning
What Indian parents online were talking about regarding child development, financial planning
Touch points for parents - used as hooks for engaging them on online platforms– Created value adding content around these topics
Developed interesting information that parents seek on children’s development – Incorporated it into online talk points
Identified relevant social media platforms
What did we do?
Published Social Media Releases
Created social media releases to inform consumers about the product
Integrated brand mention on relevant listing sites and directories with link back to website
Published the release on relevant directories like:• Indiaprwire• Pressreleasepoint
Received over 1500 views in a span of two months
Snapshot of a published Social Media Release
Snapshot of a published Social Media Release
Initiated and participated in conversations on Social Networking Sites & Discussion Forums
Focused on groups seeing participation from parents on topics like child planning
Participated in relevant groups like:• India Parenting (Orkut)• Insurance Market (Orkut)• Insurance (Facebook)
Reached out to Parents
Reached out to 87,000 people in over 37 communities on Social Networking Sites
Conversed on Social Networking Sites
Interacted on Discussion forums
Replies
Insurance Forum
Answered queries on Q&A sites
Created the Bajaj Allianz YouTube Channel
Designed and developed a customised channel on YouTube www.youtube.com/jiyobefikar
Linked the channel with Bajaj Allianz websitePopulated the channel with relevant videos
Sharing Videos
Uploaded Bajaj Allianz videos on video sharing sites like:
• You Tube• Metacafe• Rediffishare• Veoh
Integrated brand mention and led people back to the site
Received over 9500 views in two months!
Over 6000 Views as of
January 2010
Over 500 Views as of
January 2010
Created a customized background for the handle
Used micro blogging platform to talk about financial planning for children
Tweeted about aspects of Bajaj Allianz’s Child
Plan
Utilized as a common handle for people to follow tweets on Bajaj Allianz and its happenings
Leveraging Twitter for Bajaj Allianz’s Child Plan
Bajaj Allianz’s Twitter Handle
Twitter Handle: http://twitter.com/BajajAllianz
Tweeted and got retweeted on Child Plan & Brand Events
Contest Created and popularised a contest amongst parents to create awareness for Child Plan
The Outcome
Results
Results
Appreciation for Bajaj Allianz’s Online Efforts
Bajaj Allianz recognized as one of the few insurance companies to engage with consumers online
Thank Youhttp://windchimes.co.in
