The road to retirement begins with great content

Objective

The good folks at HDFC Pension had launched Life99.in, a one-stop-shop for planning one’s financial future. However, they needed to scale up to establish the site’s purpose, simplify complex financial concepts, enable informed decisions and boost engagement – all in one fell swoop.

Approach

Zirca’s CreativeiQ team produced a host of content solutions that included an ecosystem of insightful articles, animated explainers and ‘snackable’ infographics to convey the essence of Life99.in.

Delivery

This vast body of content had to build relevance with a wide audience. So we took a thorough three-step approach to creating sharper messaging:

Map audience life-stages / age groups

30-40 yrs

Marriage
Health
Higher salary
Buying a home
Family
Life-goals
Tax planning
Liabilities
Parenting
Retirement plan

Tailored content across product categories (retirement, investment, tax planning, inheritance and wellness) matched to their goals and aspirations

Adapt the content to multiple formats to suit every palate

The result was a bedrock of authentic content that wasn’t just engaging but helpful to readers who wished to plan and #RetireWithPride.

To diversify this ‘content investment’ we created multiple renditions. For instance, every infographic was adapted for WhatsApp, email and social media. The educational videos and articles were shared across the same platforms for maximised reach as well.

24+ Articles

10+ Infographics

5 Animated explainers

Films

Life99 by HDFC Pension

Journey of a Rs. 500 note

5 Simple ways to ace your second innings

Your piggy bank finds a new purpose

The PIP approach to retirement planning

Infographics

Results

The videos sent as mailers had the following engagement statistics:

The articles sent as mailers had the following rates:
7.52% Average Open Rate
5.22% Average Unique Open Rate
0.16% Average Click Rate
0.13% Average Unique Click Rate

Message From A Happy Client

“Thanks for all your support. The video has come out really well and has got really good reviews within the organisation. It was amazing to work with you guys. All the brainstorming sessions have always lead to a better version of the video and there was always a sync in what we want. Moreover, delivering with such strict timelines was really commendable & deepens the trust in you guys.”

Harshi Agarwal,
Product Head Ecosystem Solutions – HDFC Life

MORE CASE STUDIES