Summary
Headline: Karo Life Ki Search Shuru
Challenge
There are various life insurance products available in the market that consumers are not aware about. Consumers procrastinate in buying these products due to lack of awareness or delay buying these products due to various reasons. To create an urgency & to help consumers make a right decision and pull them towards these products, we designed this campaign by the name, ‘Ab Delay Mat Karo Guru'.
Objective
We wanted to reach out to maximum Facebook users available in top 12 metro cities with age ranging between 30 to 50 to explain them why they should invest and invest early in our product to get best out of it. With users having interest in BFSI, investment & stock market, our goal was to achieve maximum reach out of the available potential audience available. We were set to target 1 Cr. audience from Facebook with frequency of more than 3 so that that users will remember our ad and message.
Strategy
We chose Facebook as our main channel since the video consumption is better on Facebook. We mindfully selected top 12 cities from where we know that we will get well educated and serious audience. Hence, we started our age group from 30 and restricted it at 50. Campaign objective was to let user watch the complete video.
Data
Solution
We chose well seen faces for this video. We onboarded both male and female as this product is for both genders & we as KLI promote gender equality. Models in the video are of age where our maximum audience can relate to them. The script was written in such a way that it highlighted the main issue of people who always procrastinate their important decisions of life. This create an urgency in minds of viewers. Not only this, but we also made sure that we are explaining our USP of guaranteed returns but also incorporated this in video that user should search Kotak Assured Savings plan on Google to increase our organic traffic. The whole camera angle also played a major role in this video.
Results
We were set to reach of out to maximum possible users from the potential audience of 1 Cr. We reached out to 52% of this audience. Our ad was served more than 2.2 Cr times and these number of ad impressions was 233% higher than what we had planned. On Facebook, we achieved 246% more video views than planned. We achieved 1.37Cr. video views against planned video views of 39.7 Lacs. With such higher impression and video views, we did not lose on our VTR part. We achieved VTR of 60% which is at per with industry benchmark.
