DIGITAL

STRATEGY
UNDERSTANDING THE
BRAND BRIEF
 WHAT IS HDFC ERGO COMMUNITY?
A forum where people can get the
simplest answers to all insurance related
queries

A platform driven by common people, to

post questions and provide answers

A vibrant community solving each others

Insurance issues
THE ASK
Spread awareness about the community
and what it stands for

Drive registrations and attract people to

the community

Convert them into Superfans who

actively contribute to the community
ENVIRONMENTAL
SCAN
ENVIRONMENTAL SCAN
 WHAT OTHERS ARE
DOING
Team-BHP (active on social media since 2009)
An independent community of car enthusiasts
Largest Indian automotive forum
30 lakh content posts, >10,000 members, >15
Million Annual Visitors

Strategy: Drive traffic towards the forum, which is a separate website:

Team-BHP.com
Treatment of Social Media pages: As fan page
Tactic:
Share links of forum topics on social media pages
Simultaneous shares on Facebook & Twitter
Members share their experiences & opinions:
Latest happenings/launches
Event experiences
Product trials
Latest news events & updates

 LATEST
HAPPENINGS
 MEMBER
EXPERIENCES
OPINIONS & UPDATES

E-MAILERS
 WHAT OTHERS ARE
DOING
ICICI Direct Centre for Financial Learning: (2007 onwards)
Provider of education on finance
Offer financial learning programs
For students and professionals, as well as investors & traders
Not a FORUM per se

Strategy: Getting people to engage with the learning programs by

sharing links on social media leading to the website: ICICIDirect.com
Treatment of Social Media pages: As a platform for simplifying
finance, understand important concepts and express opinions
Tactic:
Share links of the content on the site directly on social media
pages
Easy to learn, beneficial to know approach to redirecting users to
their learning programs
Own Event updates pictures
Things you should do/know
Launching new schemes
Animated videos to highlight the importance of planning (separate
microsite for Financial Planning http://www.visionforwealth.in/)
Contests
PORTRAYING BENEFITS
OF ASSOCIATION
EVENT UPDATES
THINGS YOU
SHOULD KNOW
NEW SCHEMES
ANIMATED VIDEOS
CONTESTS
 WHAT OTHERS ARE
DOING
F1 Fanatic (2009 onwards)
An independent F1 blog & motorsport community
Origin: UK
>28,000 members

Strategy: Drive traffic towards the forum, which is a

separate website: F1Fanatic.co.uk
Treatment of Social Media pages: As fan page for
motorsport community
Tactic:
Share links of forum topics on social media pages
Latest happenings
Trivia
Polls (link redirects to forum website)
Technical information shared via posts
LATEST HAPPENINGS
TRIVIA & POLLS
VIDEOS FOR TECHNICAL CONTENT
 WHAT OTHERS ARE
DOING
Indian Real Estate Forum (2013 onwards):
Property knowledge platform
Seek to establish credibility in the real estate
world with members sharing relevant factual
information
Indias biggest homebuyer community: one stop
for property research

Strategy: Drive traffic towards the forum (registrations for

membership), which is a separate website: IndianRealEstateForum.com
Treatment of Social Media pages: As mere facilitator page
Tactic:
Share links of forum topics on social media pages
Property aspects links: Vastu, homes, top projects etc.
Polls & contests (redirected to forum)
Member stories & revelations (videos)
Links to closed door forums (exposing corruption in the market)
Recruitment posts
PROPERTY ASPECTS
USER ENGAGEMENT: CONTESTS
VIDEOS: MEMBER REVEALATIONS
CLOSED DOOR FORUMS
LEARNINGS
LEARNINGS FROM COMPETITORS
Links of forum topics shared on social media

The affinity of the content with the TG is what

drives engagement

Take a trusted friend approach: what should you

do/not do, and when is the right time to do
something

Mix up the content to avoid monotony: referral

links videos albums notes - GIFS
LEARNINGS FROM COMPETITORS
Incentivizing is a great way to drive
participation

Packaging of the content should become the

wheel on which the content can drive

Technical aspects are best explained via videos

Know more about the users opinions via polls

IMPLICATIONS FOR HDFC ERGO
Emphasize the benefits of
knowing about Insurance

HDFC Ergo content will be more

engaging if it pertains to a
broader financial & planning
angle rather than mere insurance

Videos are ideal in explaining

technicalities which require
detailing in a simple manner
I.E: Net Present Value of
insurance premiums over
future period
STRATEGIC ROLL OUT
HOW ?
We divide the campaign into two phases

1 2

LAUNCH SUSTENANCE
Driving
Registration and Ideas & Weekly
Populating the
website with
Videos
initial content
PHASE 1 - LAUNCH
Things are
always
easy
We confuse ourselves with complex answers
We look for qualified opinions
We seek an expert
But what we need is a friend
We need to take
THE EASY WAY
LAUNCH VIDEO
STORYBOARD
Our Guy: I have a question.
What do you do when you
have a question? (Sitting on
a chair, getting up)
OG: Some people overthink (pointing to someone
calculating with his fingers in air)
OG: Others avoid it (man avoiding confrontation)
OG: Gives you all the answers doesnt it?
(subtle google visual)
Buffering Signal. OG: (OG waiting ,smirks)
(Guy scratching his head)
Guy on the street: It does?? (not confident, or happy with
his search result)
OG: (shakes his head, negative)

It does??
OG: lifes most complicated questions
OG: Like.(Walking towards a formally clad man)
Business Man: What is Life Anyway ( Sitting on the
floor, staring towards the sky

What is Life anyway?

Husband: What do women want ( A woman struggling
to choose between two identical bags)
OG: (Shrugging Shoulder)
OG: Or even something like
Common Man: How do I travel the world when I keep losing my
wallet
OG: The answer to these questions is right in front of usYou
just need to ask right people ..
OG: Like him (Points to a man)
Hippie: What is insurance? (to the man )
OG: Insurance is like maths
Kids: We hate maths.

What is Insurance?
OG: (Photobombs, then Snatches a chicks phone)
Because you run away from it, but actually its easy
(opens calculator)
OG: all you need is the right lot (dance group
-synchronized step), the right people

 OG: With us, it is always easy

OG: For real people and simple
answers related to insurance

TRY

THE EASY WAY

COMMUNITY
Last shot
Husband: But what do women want
OG: IDK expression

SAMPLE REFERENCES
HeavyBubbles
https://www.youtube.com/watch?v=_PtOAnZxB8s
SAMPLE REFERENCES
Dollar Beard Club
https://www.youtube.com/watch?v=bU64GI0Aj3A
WAYS TO DRIVE
REGISTRATIONS
THE CLUB FEEL

The site should show the

number of total and
active users at all times

Anyone who is visiting

the forum needs to feel
that something is
happening on the group,
at all times

This activity needs to be

seeded initially
USE OF BLOGGERS
Bloggers have to write article and
thought pieces that will be hosted on
the HDFC Ergo Community

They will also post excerpts of these on

their own blogs with back links to the
community

Hence, the forum will get exposure to

all the people following these
Influencers/bloggers

Moreover, to drive registrations, the

articles will be partially viewable.
Complete viewing will be enabled to
RANGE OF TOPICS
Topics should not be limited to
those that are directly related to
the financial world

Topical content that can garner

reach gets a lot more traction

These topics can then be tied

back into the various offerings
under the umbrella of insurances

Example:
What makes for the perfect first
bike in college?,
INFLUENCERS
The strategy is to target influencers from all walks of life

We can leverage the fame of stand up comedians like

Biswa Kalyan & Kenny Sebastian

Travel influencers like Dheeraj Sharma & Mridula

Dwivedi can talk about their experiences

Rohit Paradkar (The Fat Biker) from the automobile

space, a very attractive field for many, can come be
brought on board
INFLUENCERS

Biswa Kalyan Mridula Dwivedi Rohit Paradkar

Stand Up Comedian Travel Blogger Auto Blogger

1,21,569 6,705 followers on 5,444 followers on
Subscribers on Twitter Twitter
YouTube
CONTENT STRATEGY
CLIMBING THE LEADER BOARD
Insight:
You dont put your hands into something if theres nothing in return
Concept:
2 leader boards & reward for the leader
1st Leader Board: Social Media (integration with Weekly Videos contest)
People are asked to answer simple financial planning/ general insurance
questions
Weekly basis
The answers get voted by people on the forum & the one with highest
upvotes is the winner!
Gratification: One lucky winner gets to feature in our video

2nd Leader Board: On Forum

Rewarding the most active, influential members for their participation &
knowledge
Monthly basis
Gratification: Paid trip for 2 to Goa
CLIMBING THE LEADER BOARD

A leaderboard system on the

website, that works on an up vote
basis

It gives the user added incentive to

answer well

Also it makes filtering the best

answers easy to create a repository

Sharing those answers on social

media will only add weight to the
point system
CLIMBING THE LEADER BOARD

Ask people to register and contribute in terms of

answers

People who contribute the most get a free trip to

Goa

Answer = 20 points, Upvote = 1 point, Share = 15

points, etc.

This also relates to the leaderboard aspect

Influencers can kick this off

CLIMBING THE LEADER BOARD
EXPLANATORY VIDEO

What is the community?

How to register and participate?

Why to register and participate?

EXPLANATORY VIDEO EXAMPLE
TWITTER CONTEST
Get one of our influencers to encourage people to ask
one question that they could never find an answer to

Eg: Melody Itni chocolaty kyu hai? Why is a cookie

called a cookie, when its not cooked but baked? What
does NEWS stand for?

The person with the wackiest question gets an iPhone

as a prize

#TheEasyWay is here
SUMMARY FOR PHASE 1

The Launch Video which generates views and

awareness for the community

The ideas focus on creating some noise around the

community

The contests help in increasing engagement on Social

Media

The main aim is to Drive Registrations

PHASE 2 -
SUSTENANCE
WEEKLY VIDEO
SAMPLE FOR WEEK ONE

WEEK 1:

Our Guy: So I was having lunch with a friend yesterday. Nice Australian
fellow. He told me he was about to go abroad for some work and was
wondering if he could get travel insurance. I asked him, what do you
mean if you could get insurance? I am a foreign national man!,
he said.

So, I dont know, can you get travel insurance even if you are not an
Indian?
If you know the answer, go to hdfcergo.com and post your answer
there. The one which receives highest upvotes, stands a chance to win
something.....
And remember, answer the easy way!
WEEKLY VIDEO VOX POP
IDEA:

On a monthly basis, we take one of the four

winners from the weekly question contest and
make a witty video explaining general insurance
(they get a chance to be featured), the easy way

EXECUTION:

Vox Pop asking people about a simple question

related to insurance

The general reaction to this will be people

unable to answer it or getting confused

The super will say: Learn Insurance with us

#TheEasyWay
SOCIAL MEDIA
INSURANCE 101

We get a star like Biswa to talk

about:
The concept of insurance

Reason for their hesitance

when it comes to insurance

What experts say

What common people say

Finally, he ties it back to the

forum
THE RIDDLES OF LIFE
We post on facebook The Riddles Of Life, which include the unanswered
questions of life

Questions such as what is life, what women want and the third
question can be what is the concept of insurance

The final line explains how we can help with answers to ones questions

Tying everything back to the community

SAMPLE
THINGS YOU SHOULD KNOW

Another facebook content peg that states

facts that one should ideally know, but people
dont

With the copy saying: Simplest Explanations

Ever

With the link to the forum

WHAT INSURANCE IS SERIES

A series with questions in the format:

What is insurance,
What I think it is?
What my parents think it is?

This gives a quirky but complete picture of what the

understanding is of the concept of insurance
SAMPLE
FAQ COMIC SERIES

There are many things about insurance people dont know. FAQs
come in handy here

Insight:
Before actually posting a query, people tend to go through the
FAQs to find an answer

Execution:
Take such issues, represent them in a witty, comical manner and
sharing the link to the forum page where the question is
answered.
FAQ COMIC SERIES
Actual FAQ:

Hypothetical Version:
Vijay wants to install a music system in his car he bought one
year back. His friend says that any new accessories he decides
to add on wont be covered by the insurance policy because
they were not there when the policy was purchased. Vijay is
disappointed.
Can you help Vijay sort this out?

Social Media Representation: Comic Strip

SAMPLE
2 KINDS OF PEOPLE - FACEBOOK
The creative will be split into 2 halves

One side screen will have a person

struggling to understand something, the
person on the other side will take the easy
way to understand the same thing

Call To Action - What would you do?

Update copy: Theres always a simpler way.

With us take #TheEasyWay
HUSBAND & WIFE - YOUTUBE

The husband takes it easy in daily

household chores making his wife
angry

He is then seen struggling to

understand Insurance and he is
frustrated and is surrounded by
papers

His wife then explains him the

concept of insurance and tells him
to take the easy way out with HDFC
Ergo
INSURANCE IN 140 - TWITTER

A simple question is asked on the website. The challenge is to

explain the concept in within 140 words

The best answer is tweeted from HDFC Ergos handle

Chosen contestants will be gratified with Book My Show

vouchers
SIMPLIFY INSURANCE - TWITTER
People are asked to tag a friend to answer or to answer
themselves

The answer with the most number of retweets will go on the

forum

And the person gets a special mention by HDFC in their next

ad
LINKEDIN
Influencers will talk about insurance and finance in
general on the relevant groups

The articles that influencers write for our forum, will

be posted to LinkedIn and it will backtrack to the
community

At the end of those discussions, they include a

backlink to their article on the community page
SUMMARY FOR PHASE 2

This phase aims to:

Maintain the buzz Translate this buzz into

initially created participation
THANK
YOU!