—Project
In a groundbreaking campaign during Black Friday, CashBetes became
Brazil’s first cashback marketing initiative targeting people with
diabetes. The concept was simple yet powerful: when customers
purchased a life insurance policy, the value of their first monthly
fee was returned as credits to the
Glic Online and
Diabetic Center, online platforms dedicated to providing care and selling essential
diabetes supplies like insulin, glucometers, sensors, syringe, strips,
and other crucial tools for managing the condition.
The campaign was designed to leverage the high consumer activity
during Black Friday, a time when many people are eager to make online
purchases. By connecting this buying impulse with the importance of
taking care of diabetes, we not only promoted life insurance as a
means of financial security but also encouraged proactive health
management.
I had the opportunity to develop the initiative from inception to
completion, utilizing 20 digital influencers within the diabetes
community to spread the message, supported by email marketing, social
media content, and paid media. These efforts led to a 32% increase in
monthly insurance sales, proving the campaign’s success in driving
both brand awareness and performance.