Case Study — Policy Bazaar– UAE
1.34% average engagement rate in a low-attention category
Recurring creator collaborations building brand recall for an international insurer in the UAE market.
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Overview
Insurance · Fintech · UAE — an international brief run outside India, building recall for Policybazaar in a market where the brand had to earn trust from scratch.
The Challenge
- An international market, not a home one. Brand equity built in India does not transfer to UAE audiences.
- Insurance is a low-attention category outside festive windows.
- Recall built during a push faded within weeks of a campaign ending.
- The objective was brand awareness and lead generation at once, not one at the expense of the other.
Our Approach
The Strategy
- Always-on over one-off bursts — never fully quiet between festive pushes.
- Tone and offers synced to the UAE festive calendar rather than the Indian one.
Creator Selection
- UAE-resident creators speaking to expat and local audiences in-market.
- A small, repeat roster rather than a wide one-off spread, so faces became familiar.
Brief Framework
- Everyday-finance framing, so insurance arrived as useful information rather than an ad.
- Creator freedom on format, with compliance non-negotiables fixed.
Execution
- 7 deliverables across a repeat roster of 4 creators, published on a rolling cadence.
“The always-on cadence is what finally made search volume look like a trend line instead of a series of spikes.”
Policybazaar UAE, Marketing Lead
Featured content
The Results
293.2K
Views
1.34%
Avg. E.R.
624
Shares
- 1.344% average engagement rate — strong for a low-attention category like insurance.
- 293.2K views and 5.7K likes across 7 deliverables.
- 624 shares, the signal that matters when the product needs explaining before it sells.
- The top performer reached 145.1K views at a 3.23% engagement rate, well above the campaign average.
What we learned
Running an international brief in-market beats exporting a domestic one. A small repeat roster of UAE-resident creators built familiarity that a wider one-off spread could not, and the share count shows the category was being passed on, not just watched.