Content is evolving and only the content creators who evolve with it succeed.
When we talk about content in the modern terms, it encompasses a variety of concepts, formats and platforms. Current consumer trends suggest that instead of getting diverted by the claims brands make, people trust the opinions and feedback of fellow consumers. Look at the increase in the number of influencers and their growing follower base; it’s primarily because consumers relate to the experiences of each other more than products or brands. One of the by-products of this trend is the rise of a unique questions and answer platform - Quora!
Quora is all for the audience, where users ask questions and other users respond to those questions based on their expertise or personal experiences. Recently, brands have started leveraging the power of Quora to convey their knowledge and reliability. One of these brands is ICICI Prudential Mutual Funds. Powered by Yellow Seed’s content creation prowess, the answers shared by ICICI Prudential Mutual Funds were not only well-received by the audience, but also helped the brand build a loyal audience base. This year, we bagged a SAMMIE for the success of this content!
ICICI Prudential Mutual Funds on Quora
ICICI Prudential Mutual Funds is one of India’s biggest mutual fund brands. They decided to leverage Quora to reach out to a wider audience, increase the awareness about the brand, and also help new investors make better investment decisions. As mutual funds investments have financial implications, the brand needed an agency that could convey the right message to their audience while complying with the communication guidelines.
As an agency that understands different brands and their audiences thoroughly, Yellow Seed crafted Quora answers for ICICI Prudential Mutual Funds’ audience with the aim to educate them about mutual funds, and make them aware of the various factors and market risks that determine the returns on such investments.
How Yellow Seed Worked Its Magic!
We started by gaining a deep understanding of Quora as a platform and its audience, and a similar understanding of the brand and its goals. The next steps were to target the new age audience and inform them about starting their investment journey and helping seasoned professionals with their decision-making process. We analysed the traction of the page regularly and used the insights gained to improve the content further, and increase engagement on the brand’s page.
Being recognised for the hard work that team has put in is exhilarating. We are also glad to have found an extremely supportive and collaborative client in ICICI Prudential Mutual Funds. The journey has been enriching for us and we hope that our continued partnership will help us push our creative boundaries even further.