Building customer consideration with a full-funnel marketing approach on Quora Ads
2x higher CTRs vs BFSI industry benchmarks
Video view-through rate
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.
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.
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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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.
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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