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Kinnect, a leading Digital Marketing Company in India, offers Interactive Services range from Social Media to Media Planning & Buying, Website Development & Design, SEO &Marketing.

The Challenge

Exide Life Insurance was looking to solidify its brand presence as a major player in the insurance category by increasing brand awareness and driving consideration for their products within the space. Through its efforts on digital, it was aiming to gain market share in the category.

Life Insurance is a sector which is cluttered, with numerous big and small players vying for a slice of the market. Amidst all this crowd, it is imperative for any brand to trigger recall, in order to ensure salience among users when it comes to making actual choices.

The Objective

  • Drive visibility about the brand & its message among the consumers
  • Create interest about the products among prospective customers
  • Encourage users to drop in lead/enquiries about the brand and its products

The Solution

To gain market share in the insurance category, we created a multi-pronged campaign strategy, aiming to traverse a user’s complete journey- by raising awareness, creating consideration & recall as well as driving enquiries.

  • Top Funnel Approach

    • We started with a bang, buying high-impact roadblocks on India’s leading news & finance portals. This created high-impact visibility during launch.
    • We complemented this burst with a heavy video campaign simultaneously executed on YouTube, social media as well as news & finance websites. Using multiple non-Skippable assets, we aimed to maximise reach & message viewability.
    • To further expand our coverage base, we also implemented Programmatic OTT ads across all top video streaming apps in the country. We leveraged popular programming & current topics like Ind-Aus Cricket series & Big Boss
  • Mid-Funnel Approach

    • During the second phase, we aimed to build brand recall among the exposed & primed audiences and create interest about its various products.
    • For this, we initiated a full-blown display campaign targeting affinity and custom-intent audiences along with placements on top news portals. Sustenance campaigns were also executed with publishers such as India Today & HT.
    • Further, to increase better message resonance & traction, we leveraged vernacular ads on social media and partnered with regional players such as DailyHunt
    • To closely monitor ad delivery & to track any anomalies, we also implemented DCM tracking to track our campaigns in real time
  • Bottom Funnel Approach

    • We reached out to users looking to buy health & finance products in multiple ways. We partnered with online wallets, targeted users based on search history & call history as well as ambushed competitors’ content on forums & marketplaces
    • To capitalise on all the buzz generated, we kickstarted a lead-generation effort to capture enquiries from interested users
    • The traction gained (over the last 30 days) and constant optimisation of the campaigns helped us bring down the CPLs significantly, much to our client’s delight.
  • 1Mn+

    Website Visits from 750k+ new users

  • 23%

    Spike in Brand Consideration (Search Uplift)

  • 30k+

    Leads generated