Success Story

HDFC Life

Building customer consideration with a full-funnel marketing approach on Quora Ads

43.5M+

Content views

2x higher CTRs vs BFSI industry benchmarks 

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HDFC Life

35%

Video view-through rate

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HDFC Life

About HDFC Life

HDFC Life is one of India’s leading life insurance providers, offering a range of individual and group insurance solutions that meet various customer needs such as Protection, Pension, Savings, Investment, Annuity and Health. 

Their Goal

Increase consideration with a high-intent audience

HDFC Life is one of India's leading life insurance companies, offering a range of individual and group insurance solutions that meet various life stage needs of customers. With the complexities of their industry, the HDFC Life team sought to educate and influence the decision-making journey of their potential customers through new channels like Quora.

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We are excited about exploring video ads; Quora has a high-intent audience and being able to target them when they are looking for life insurance solutions through our video assets is a great opportunity to assist our customers. Quora is one of our most effective channels and we are looking forward to scaling with Video Ads.

Vishal Subharwal

CMO and Head of E-commerce and Digital Business

HDFC Life

Their Solution

Analyze & optimize the customer journey

HDFC Life recognized Quora’s unique, leaned-in audience early on. Users were actively seeking information about life insurance, which presented an opportunity to reach potential customers. To maximize their presence on the platform, HDFC Life used a two-pronged approach targeting two audiences: users evaluating life insurance solutions, and users considering specific brands. Distinguishing these groups let HDFC Life customize their campaigns accordingly. The result was a full-funnel strategy that delivered custom experiences based on a user’s stage in the decision making process. 

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Their Creative

The right content at the right times

For users in the evaluation stage, HDFC Life wrote and promoted answers to common life insurance questions, and promoted insurance products video content to target audience. Their content not only educated users, but also built the brand’s credibility on Quora. Once users were in the consideration stage, the team delivered image and text ads to generate web traffic and leads. 

Their Results

Leading Quora's life insurance discussions

HDFC Life’s campaign generated CTRs that were 2x higher than the average for the banking, financial service, and insurance (BFSI) industry in India. With the help of Promoted Answers, their Business Profile also gained 43.5+ million content views, propelling them to the Most Viewed Writer position for the Life Insurance topic. By promoting video content they gained 35% VTR.

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Quora’s unique combination of social and search elements combined into a single platform gave us the opportunity to drive a holistic, full-funnel approach with its valuable and high-intent audience base.