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
HDFC Life
35%
Video view-through rate
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.
Solutions
Industry
Location
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.
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.
Click on the image to enlarge
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.
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.
Vishal Subharwal
CMO and Head of E-commerce and Digital Business
HDFC Life
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