The good folks at HDFC Pension had launched Life99.in, a one-stop-shop for planning oneās financial future. However, they needed to scale up to establish the siteās purpose, simplify complex financial concepts, enable informed decisions and boost engagement ā all in one fell swoop.
The road to retirement begins with great content
Objective
Approach
Zircaās 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 / ageĀ 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 everyĀ palate
The result was a bedrock of authentic content that wasnāt just engaging but helpful to readers who wished to plan and #RetireWithPride.
To diversify this ācontent investmentā 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
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
āThanks 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.ā
Harshi Agarwal,
Product Head Ecosystem Solutions ā HDFC Life
