HDFC Life's multipronged influencer outreach warmed millennials to financial planning
HDFC Life through their 2018 campaign #YoungAndResponsible had the objective to tap the segment of young generation to create awareness for their brand and increase consideration among the segment of 25-35 year olds.
With the notion of the young generation being reckless and restless, the first season of the campaign focused on changing this notion and partnered with ex-captain of the Indian Women’s Cricket Team, Harmanpreet Kaur where she spoke about on how financial planning helped her during the tough times and live a life of her dreams.
After the success of the first season, HDFC Life took the second season ahead on the route of music. Collaborating with Pop singers Jonita Gandhi and Arjun Kanungo, a catchy millennial anthem song was created which garnered 11 million views on YouTube.
They also partnered with 8 influencers from different walks of life to speak about how financial planning has helped them achieve their dreams in a light hearted way. 8 backstory videos were created which ran across all social and display platforms.
HDFC Life also leveraged TikTok to connect with their audience on a granular level. They created a duet contest with multiple influencers who performed to the tunes of the anthem which also allowed TikTok users to join in. This was the first time a BFSI brand tapped into a youth centric platform like TikTok.
Overall, the campaign reached out to 17.1 million unique users. On TikTok, the campaign received 5 million views in 2 weeks alone. They also partnered with Vserve and Mcanvas for innovative engagement properties to catalyze brand recall.
In the space of insurance, ‘fear’ is a key component. They broke the stereotypes attached to the youth and fed effective messaging about financial planning through music.