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


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

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