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HDFC Life is one such company that has been providing unmatched insurance solutions to Indians since its establishment in 2000. From term insurance to savings plans, child plans to retirement plans, and health insurance to investment plans, HDFC Life has it all covered. Its insurance plans are designed to provide financial protection and long-term savings to customers and their families.
HDFC Life’s campaign aimed to create awareness about insurance planning once individuals enter adulthood. The campaign urged viewers to inculcate responsible financial habits as while one grows up, their goals and responsibilities in life change.
Running parallel with the message of the campaign, HDFC Life wanted to feature recently married young couples aged between 28-35. They also wanted to specifically feature macro influencers who were travel vloggers, to talk about their marriage experiences and highlight the importance of insurance for a stable future together.
Hence, to successfully execute the campaign, HDFC Life was on the lookout for mega couple influencers who would give their dedicated time to shooting videos using the brand’s filter, answer questions and share their experience effectively.
The main challenge faced by HDFC Life was to find the right profile. Since they had a very niche requirement to find couple travel vloggers in a young age bracket, it became difficult to find influencers meeting all the criteria.
Another important point to consider was the fact that the followers of these influencers must also fall into a young age bracket of 28-35 years, which was HDFC Life’s target audience. Moreover, it was important to the brand that the influencers added value through their content and could create engaging videos, all while effectively sharing HDFC Life’s messaging.
Keeping up with the requirements and targeting the right audience through the influencers thus became increasingly complex for the brand..
By using Wobb and its search feature, HDFC Life could access the right celebrities using the advanced filters. After choosing travelling and adventure under the category section, they set the follower range to Macro. Using Wobb’s advanced filters, HDFC Life could create custom questions to meet the requirements of having newly married young couples on board.By doing so, Wob generated a list of suitable influencers for their campaign for social media.
After careful considerations, they picked two couple influencers with whom Wobb successfully shot the required campaign. HDFC Life also separately ran the same campaign for 3 months. .
These influencers were able to share the brand's message through their social media platforms, which had a significant impact on their followers. They shared their relatable stories and personal experiences through which HDFC Life was able to effectively communicate the importance of insurance and financial planning to the young married couples, who will be entering a new phase that would require important financial decision-making..
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