Tax Monster Campaign for Bajaj Allianz — Case Study

Tax Monster Campaign’s Objectives

The social media campaign “Tax Monster” for the brand Bajaj Allianz had following objectives:

• To inform working individuals on different ways of saving tax
• To debunk common tax issues an individual faces and bring the doom and the dismay of the tax season to an end.
• To create a rapport of the brand in the market and engage users with the brand.
• To recruit new customers for life insurances and tax saving schemes.

Strategy of the Campaign:

• The main strategy was the ‘Tax Monster’, who was conceived to personify a tax payer’s dread during tax season. To make him an appealing monster, Bollywood was brought into play. The Tax Monster was a Bollywood fan who communicated in a Bollywood tone.
• On Twitter and Facebook, a series of visual teasers introduced the Tax Monster on social media and contests maintained fan engagement.
• To inform as well as involve the community around tax trivia, a sub campaign was executed with the hashtag #TaxGiri. It showcased mostly all the FAQs one has for saving his/her tax.
• An online Tax Calculator app was introduced to let followers calculate their payable tax. This was done to engage the users with the campaign and get convinced with the tax saving ideas. Tax saving tips or investment tips under #BefikarTips and the Ctrl S series.
• Two contests were planned and executed On Twitter for a better outreach of the campaign and promotion of the brand.
• #PictureAbhiBakiHai let users come up with ideas to overcome said situations put up by the brand. #SabseBadiFikar contest asked the followers to share their biggest worries for tax.
• Exciting gift hampers were up for grabs for the winners of these contests.

Key Messages of the Campaign:

• Are you ready to reveal your #SabseBadiFikar? While you are at it, why not win some exciting prizes as well?
• Encourage Pappu by suggesting what he should do, using the hashtag #PictureAbhiBakiHai and stand a chance to win big!
• The French had a salt tax, the gabelle, which was one of the contributing factors to the French Revolution #TaxGiri
• Presenting 2nd question of the #TaxGiri contest! Unscramble the word give below and be the quickest one to answer!
• Here comes the #TaxMonster! Watch this video to find out how you can defeat this monster and save your money!
• Nayak Nahi, KhalNayak Hai Woh!

Results of the Campaign:

The results of Bajaj Alliaz’s social media campaign #TaxMonster were:

• 68,920 new fans on Facebook & 14,384 followers on Twitter
• 227,382 users engaged with the brand creating a whopping 673,996 impressions!
• #TaxMonster and #PictureAbhiBaakiHai had 2,413 & 5,471 mentions respectively
• 3,938 enthusiastic players shot the Tax Monster

What worked in the Campaign:

After analyzing the complete case study of the social media campaign #TaxMonster, here are the following key points which we felt worked very well for the campaign.

• The content driven strategy of the campaign has meaningfully leveraged tax season for business gains.
• The investment into the concept, the visuals and interactivity over a period of time has helped the insurance brand build a friendly image as well as promote its new schemes in a fun way.
• Gamification helped in driving more engagement, giving a platform to the enthusiastic participants
• Digital assets like Tax Calculator and product tabs turned out to be most visited and a useful property for our audience