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    Social Media Marketing Case Study: Bajaj Allianz Child Plan

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    Dheeraj Singla
    The social media marketing campaign by Bajaj Allianz targeted young parents aged 28-35 to promote their Child Plan product and build awareness of features. They engaged parents through online discussions of child development topics, published social media releases about the product, participated in parenting forums and groups, created a YouTube channel and tweeted about financial planning for children. This led to over 15,000 views across different platforms and recognition for Bajaj Allianz's online consumer engagement efforts.

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    Social Media Marketing Case Study: Bajaj Allianz Child Plan

    Uploaded by

    Dheeraj Singla
    50 views28 pages
    The social media marketing campaign by Bajaj Allianz targeted young parents aged 28-35 to promote their Child Plan product and build awareness of features. They engaged parents through online discussions of child development topics, published social media releases about the product, participated in parenting forums and groups, created a YouTube channel and tweeted about financial planning for children. This led to over 15,000 views across different platforms and recognition for Bajaj Allianz's online consumer engagement efforts.

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    The social media marketing campaign by Bajaj Allianz targeted young parents aged 28-35 to promote their Child Plan product and build awareness of features. They engaged parents through online discussions of child development topics, published social media releases about the product, participated in parenting forums and groups, created a YouTube channel and tweeted about financial planning for children. This led to over 15,000 views across different platforms and recognition for Bajaj Allianz's online consumer engagement efforts.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    50 views28 pages

    Social Media Marketing Case Study: Bajaj Allianz Child Plan

    Uploaded by

    Dheeraj Singla
    The social media marketing campaign by Bajaj Allianz targeted young parents aged 28-35 to promote their Child Plan product and build awareness of features. They engaged parents through online discussions of child development topics, published social media releases about the product, participated in parenting forums and groups, created a YouTube channel and tweeted about financial planning for children. This led to over 15,000 views across different platforms and recognition for Bajaj Allianz's online consumer engagement efforts.

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    Download as PPT, PDF, TXT or read online from Scribd
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    Social Media Marketing Case Study

    Bajaj Allianz Child Plan


    Communication Objectives

    Educate and encourage young parents to plan for their child’s


    future

    Build engagement amongst parents online

    Create awareness for features of Child Plan

    Promote events & movie associations for the brand

    Enhance overall online visibility for Bajaj Allianz’s products


    Who did we speak to?
    Demographics:
    – Young parents; Men & Women with children in the
    age group of 2 to 10 years
    – 28-35 years
    – SEC A/B

    Psychographics:
    – Goal oriented, ambitious for themselves and children
    – Open to new ideas; liberal-minded
    – Organized in everything from expenses to time
    – Traditional in values, yet modern in outlook
    – High personal involvement in child’s upbringing
    – Financially aware; know planning is essential to a
    child’s future
    The Campaign Idea
    To take forward the Jiyo Befikar brand proposition

    ‘Jiyo Befikar with Bajaj Allianz Child Plan’


    How did we do it?
    Understanding talk points on child planning

    What Indian parents online were talking about regarding child


    development, financial planning

    Touch points for parents - used as hooks for engaging them on


    online platforms
    – Created value adding content around these topics

    Developed interesting information that parents seek on children’s


    development
    – Incorporated it into online talk points
    Identified relevant social media platforms
    What did we do?
    Published Social Media Releases
    Created social media releases to inform consumers about the
    product

    Integrated brand mention on relevant listing sites and


    directories with link back to website

    Published the release on relevant directories like:


    • Indiaprwire
    • Pressreleasepoint

    Received over 1500 views in a span of two months


    Snapshot of a published Social Media Release
    Snapshot of a published Social Media Release
    Reached out to Parents
    Initiated and participated in conversations on Social Networking Sites &
    Discussion Forums

    Focused on groups seeing participation from parents on topics like child


    planning

    Participated in relevant groups like:


    • India Parenting (Orkut)
    • Insurance Market (Orkut)
    • Insurance (Facebook)

    Reached out to 87,000 people in over 37 communities


    on Social Networking Sites
    Conversed on Social Networking Sites
    Interacted on Discussion forums
    Insurance
    Forum

    Replies
    Answered queries on Q&A sites
    Created the Bajaj Allianz YouTube Channel
    Designed and developed a customised channel on YouTube
    www.youtube.com/jiyobefikar
    Linked the channel with Bajaj Allianz website
    Populated the channel with relevant videos
    Sharing Videos

    Uploaded Bajaj Allianz videos on video sharing sites like:


    • You Tube
    • Metacafe
    • Rediffishare
    • Veoh

    Integrated brand mention and led people back to the site

    Received over 9500 views in two months!


    Over 6000
    Views as of
    January 2010
    Over 500
    Views as of
    January 2010
    Leveraging Twitter for Bajaj Allianz’s Child Plan

    Created a customized background for the handle

    Used micro blogging platform to talk about financial planning


    for children

    Tweeted about aspects of Bajaj Allianz’s Child Plan

    Utilized as a common handle for people to follow tweets on


    Bajaj Allianz and its happenings
    Bajaj Allianz’s Twitter Handle

    Twitter Handle: http://twitter.com/BajajAllianz


    Tweeted and got retweeted on Child Plan
    & Brand Events
    Contest
    Created and popularised a contest amongst parents to create
    awareness for Child Plan
    The Outcome
    Results
    Results
    Appreciation for Bajaj Allianz’s Online Efforts

    Bajaj Allianz recognized as one of the few insurance companies to engage with
    consumers online
    Thank You
    http://windchimes.co.in

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