Building a Brand Platform benefits the company by creating an emotional and functional connect with the customer that will ultimately increase the offline recall value of the brand itself.
What’s the campaign all about?
Chola MS, a General Insurance Company in India, offers a wide range of insurance policies for individuals and the corporate sector. For the most part, this industry is viewed as a business, and in many prudent households, as a necessity in the event of an unforeseen unfortunate event. To this end, the perception of insurance is often linked to a negative occurrence. This being a given in most instances, conversations linked to insurance and its allied avenues have been heavily needs-based, and driven by the need to find out more on the technicalities involved.
Deconstructing the business-end image of Insurance: The perception of “insurance” as a commodity has locked people away from engaging dialogues. This was the glass ceiling that Chola MS Insurance was seeking to break. With an ongoing radio show called “Slice of Health”, the company made inroads into a portion of the demographic by presenting nuggets of information for one’s well-being, health and longevity, through conversations with experts in the field. The audience that forms the consumer base in receipt of information in a radio show is confined to a certain segment of the demographic that use radios. With a view to expanding the scope of reach for the message, it was decided to scale the concept of Slice of Health by making inroads into the digital and social media space.
Beyond the Radio into Social Media: In an attempt to break the ice and get a conversation going on the value that one should place on their health, the campaign started with creating and curating a Microsite/ Blog, a Facebook page and a Twitter handle under the name “Slice of Health” in May 2014. The blog shared content on contemporary challenges people encounter in health, fitness & well-being, on tips and tricks to stay healthy, and on ways to address specific challenges in one’s lifestyle in a way that would incorporate good health in daily living. While at the conceptual stage, the marketing strategy approached the needs with a pragmatic view by identifying all the chief areas of concern in the lives of their customers that intersected with their offerings.
Making inroads into Digital and Social Media: Slice of Health began online with a Microsite and a Facebook page in May 2014, and jumpstarted with a 65% Engagement. In the initial days of the social media presence, the marketing strategy began with live posts and a real-time, in depth and detailed coverage of the radio show. Simultaneously, there was a system in place to do a write up that would cover the show and its contents, which was then posted on the Slice of Health site. These posts showed high levels of engagement and were significant catalysts in driving traffic to the site. All the posts were shared on the Chola Brand page alongside the page specifically set aside for Slice of Health, thereby engaging the existing follower base of Chola MS also.
The Content Angle: In line with the big picture in which health is set: the public health and development context, the relevance of campaigns were underscored through the journey. The platform undertook campaigns under the World Health Organization’s umbrella to deal with Vector-borne diseases and Food safety, by explaining to its subscribers, ways to ensure that their near and dear ones as well as their food remained safe at every turn. The curated content was placed on the blog, so that it would turn into a rich content archive. When the SOH concept expanded from radio to online marketing, there was greater traffic driven to the radio show, which then went national to 15+ Indian cities, in October 2014. The Facebook page that began with 432 likes in May 2014, wound up with 28,068 likes by January and February 2015, with a 90% engagement.
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Written By: Kirthi Jayakumar
Research Team: Roshini John | Anusha Koushik
Special thanks to: Neeraj Moorjani (Head- Marketing & Customer Lifecycle Management, Chola MS General Insurance) | Ananda Mahadevan (Digital Marketing Head, Chola MS General Insurance)
