HDFC Campaign #BounceBack

The BounceBack Batch campaign, launched by HDFC Life, shed light on the resilience of students who faced the unprecedented challenges of COVID-19 and overcame them.

To take their support for the resilient students a step further, HDFC Life hosted a virtual convocation ceremony in the Metaverse, bringing together students, teachers, and parents to commemorate the BounceBack Batch. 
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To roll out the Metaverse campaign, HDFC Life first required renowned mega influencers in fields of business, sports etc. to attend the event and secondly, it required mid-tier to mega influencers, who are mainly students, to repost the details of the Meta event and market it.

The biggest challenge of the campaign was executing it during the pandemic, which restricted a lot of movement. Consequently, it had to be shot as a virtual event, which was another challenging task to execute since it was the first ever Metaverse event in India.

HDFC Life struggled to find the right influencers that had a good following of students, and were available to shoot during the pandemic. Along with that, HDFC Life had to shortlist children influencers with a significant following among students. 
It was a bit overburdening to manage being at par with both the important requirements and also roll out compelling content for HDFC Life.

It was a bit overburdening to manage being at par with both the important requirements and also roll out compelling content for HDFC Life.

HDFC Life used the search feature to find influencers and used the advanced filters to set the age range and also select multiple categories like sports, business, TV etc.

Finally, HDFC Life chose to go with Indian National Football team Captain Sunil Chhetri and Swati Bhargava, Co-founder of CashKaro.com & EarnKaro.com. To market the event, HDFC Life went ahead with 8 influencers like actors Chahat Tewani and Meet Mukhi..

Since the target invitees were parents, teachers and students, Wobb’s advanced targeting options allowed HDFC Life to find creators based on those audience demographics. Wobb’s Campaign reporting also assisted in monitoring and tracking progress of the Instagram campaign which helped HDFC Life in estimating the number of attendees and interactions with the virtual event..

The event in the Metaverse was a one-of-a-kind experience designed specifically for the students, offering a unique opportunity to explore a virtual world. It could effectively reach 5,94,318 students even in times like the pandemic. Through innovation and technology, HDFC Life and Wobb could create a virtual and interactive experience for a newer demographic based on the relevant problem that persisted during the pandemic..