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# StoriesOfRakshakaran | Case Study

# StoriesOfRakshakaran | Case Study. Best Influencer Marketing Campaign. Marketing Objective. In a cluttered category, where all insurance brands talk about protection, we wanted to make Tata AIA Life Insurance synonymous with protection. Objective.

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# StoriesOfRakshakaran | Case Study

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  1. #StoriesOfRakshakaran | Case Study Best Influencer Marketing Campaign

  2. Marketing Objective In a cluttered category, where all insurance brands talk about protection, we wanted to make Tata AIA Life Insurance synonymous with protection.

  3. Objective In a country that celebrates the tradition of protection, we wanted to encourage the nation to embrace a new tradition – that of taking an insurance through Rakshakaran Ki Reet.

  4. Idea Presenting #StoriesOfRakshakaran A storytelling campaign from the eyes of a photographer! We collaborated with Atul Kasbekarand other photographers from across the country to flag off the campaign!

  5. Execution of the Campaign They captured moments  of Rakshakaran from the length & breadth of India and told the world the stories behind them.

  6. Content of the Campaign All the stories shared by these photographers told a story of protection and love, bringing alive the bonds shared between a father and a daughter, a mother and her son, brothers and sisters and lots more such special relationships. They cut across the various strata of society, from the rich to the poor, from north to south, east to west, prompting people from all over the country to share their Stories of Rakshakaran!

  7. How people reacted! Likes - 6,727 Likes – 7,409 Likes – 6,468 Summary Likes – 212,515 Comments – 1,129 Likes – 7,353

  8. How people reacted! Likes – 45K | Comments – 207 | Shares – 53 Likes – 61K | Comments – 232 | Shares – 362 Likes – 88K | Comments – 398 | Shares – 158 Summary Likes – 799,030 Comments – 2,730 Shares – 1,907 Likes – 43K | Comments – 254 | Shares – 75 Likes – 45K | Comments – 103 | Shares – 176

  9. Results spoke for themselves The campaign reached The campaign engaged The campaign garnered 6.3 Million 4.1 Million 1.16 Million Impressions Users Users Brand Consideration Improved from* Brand Recall Improved from* Brand Equity Increased* 10th to 8th Rank 9th to 8th Rank 1.7 Points The engagement rate on Facebook grew 27% The engagement rate on Instagram grew 160% *KANTAR - Brand Track Study

  10. Thanks!

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