Your SlideShare is downloading. ×
Case Study - Use Of Social Media For Bajaj Allianz Child Plan by Windchimes Communications
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Case Study - Use Of Social Media For Bajaj Allianz Child Plan by Windchimes Communications

3,838
views

Published on

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 …

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.

Published in: Education, Business, Technology

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,838
On Slideshare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
289
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Social Media Marketing Case Study Bajaj Allianz Child Plan
  • 2. 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
  • 3. 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
  • 4. The Campaign Idea
    • To take forward the Jiyo Befikar brand proposition
    • ‘ Jiyo Befikar with Bajaj Allianz Child Plan’
  • 5. How did we do it?
  • 6. 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
  • 7. Identified relevant social media platforms
  • 8. What did we do?
  • 9. 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
  • 10. Snapshot of a published Social Media Release
  • 11. Snapshot of a published Social Media Release
  • 12.
    • 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
  • 13. Conversed on Social Networking Sites
  • 14. Interacted on Discussion forums Replies Insurance Forum
  • 15. Answered queries on Q&A sites
  • 16. Created the Bajaj Allianz YouTube Channel
    • Designed and developed a customised channel on YouTube www.youtube.com/jiyobefikar
    • Linked the channel with Bajaj Allianz website
    • Populated the channel with relevant videos
  • 17. 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!
  • 18. Over 6000 Views as of January 2010
  • 19. Over 500 Views as of January 2010
  • 20.
    • 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
  • 21. Bajaj Allianz’s Twitter Handle Twitter Handle: http://twitter.com/BajajAllianz
  • 22. Tweeted and got retweeted on Child Plan & Brand Events
  • 23. Contest
    • Created and popularised a contest amongst parents to create awareness for Child Plan
  • 24. The Outcome
  • 25. Results
  • 26. Results
  • 27. Appreciation for Bajaj Allianz’s Online Efforts Bajaj Allianz recognized as one of the few insurance companies to engage with consumers online
  • 28. Thank You http://windchimes.co.in