How to talk about INSURANCE to a youthful and accelerated generation?
In order that the topic reach young people who were born between 1995 and 2010, it is necessary to understand what captures their attention and makes them engage. In January 2021, Bradesco Seguros debuted its profile on Generation Z's favorite social network, Tik Tok. With videos from 15 seconds to 3 minutes, with humorous and didactic sketches about the universe of Insurance, and developed with digital influencers, the profile reached, in 9 months, 23,900 followers, with total views of 69,748,041 and more than 174,600 likes in the content produced.
In a period of eight months (January 2021 to August 2021), Bradesco Seguros made 26 posts on its TikTok profile. Most of the videos were disseminated organically, it means, without financial investment to boost the reach and visualization of the content.
We innovated in the way we present and talk about Insurance with people who are starting their professional lives, on a platform, not explored by the sector in Brazil, until now.
To prepare specific content for this new channel, keeping the brand identity, Bradesco Seguros' Marketing team, in association with influencers, has worked about two months to adapt themes to make it relevant to the channel's audience. The schedule was designed to communicate in a light and objective way, simplifying matters that were often the focus of customer doubts. With a didactic, fun and light approach, we were able to provide explanations, situations and information about the universe of insurance, bringing young people closer to the topic and positioning Bradesco Seguros as a company that is close to those people who are beginning the adulthood and should start to think about (and planning) their protection for the future.
The posts were published fortnightly and had several themes: explanation of common terms in the insurance universe, the importance of drinking water, good choices for the health of the body, what it means to be a father, what happens when we meditate, and others. With the first lessons learned, the famous "challenges" of the network were made in the production grid, such as: Questions with two answer options on opposite sides of the screen, the person choose by standing on the side they think is correct; The challenge to sing ours Quinzena de Seguros Campaign jingle by reading the letter on the screen.
Nowadays, paid posts have a higher volume of views and comments. Therefore, they remain part of our future strategy. For Tiktok, there are two ways of content to be made with media: the first is to boost an organic post and this is in the feed, but the organic numbers are added to paid media. The second is called by a 'dark post', which doesn't appear in the feed, only on the impacted user's screen according to the targeting created for the media campaign.
Both formats ensure an increasingly consistent and assertive brand presence for customers and potential customers.
