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