As part of its marketing strategy, HDFC Life wanted to collaborate with well-known personalities who were born in the month of February and aged more than 35+ because they wanted to send customised birthday cakes that visually depicted their retirement plan in a 'pie' chart. 

They wanted to collaborate with influencers that catered to an audience that is 35+ of age, employed and hailing from India because that was the target audience of the campaign.

The campaign was primarily launched to create brand awareness and engagement among its target audience, so it was important to measure the success of the influencer campaign through reach, engagement, clicks and conversions, and ensure that the chosen influencers are capable of delivering on those metrics.

HDFC Life wanted creators from the culinary, music and TV sector that the audience could resonate with. The campaign’s main aim was to inculcate early retirement planning in young individuals who are 35+, thus the audience demographic of these creators needed to be the same. Since HDFC Life had very particular and specific requirements, finding macro to mega creators fitting all the criterias was a daunting task. 

HDFC Life scouted the entertainment industry and approached various public figures to collaborate with them, but none of the deals met their expectations. 

HDFC Life utilised the Search feature on Wobb to filter out creators suiting their needs. They picked culinary, music and TV categories that were most relevant to their content’s niche. Using the advanced filters, HDFC Life set the age range to 35+, location to India and the language as Hindi and English.

Wobb’s advanced targeting options allowed HDFC Life to find creators based on audience demographics of 35+ from India who are interested in financial planning and are employed..

By doing so, HDFC Life could customise their search for the creators and was successful in shortlisting relevant influencers. After careful consideration and analysis, HDFC Life was delighted to announce that Chef Ranveer Brar, Actress Kavita Kaushik, and Playback Singer Vijay Prakash had agreed to collaborate on this exciting new project..

The partnership with these renowned personalities proved to be a huge success, with HDFC Life's message reaching 2,68,910 unique and diverse audiences. The collaboration helped the company to efficiently connect with potential customers with 16,897 interactions across all posts..

The success of the collaboration between HDFC Life and Chef Ranveer Brar, Actress Kavita Kaushik, and Playback Singer Vijay Prakash is a testament to the power of partnerships and effective marketing strategies. .