The Slovenian Insurance Association faces challenges of insufficient financial literacy of Generation Z, how to bring the insurance industry closer to this demographic and gaining insight into their perception of the insurance industry. Growing up in the internet, smartphones and social media age, Gen Z is characterised by a short attention span and scepticism towards financial institutions. How to communicate with them to be perceived "LIT" (good, intense, fun, or exciting) and not "fake" in front of them? How to educate them and not be perceived as a smartass? How to get their attention and be seen as a credible source of information?
As part of the financial literacy project LIT (Lajf je Igra Tveganja = Life is a Game of Risk), we designed an innovative content strategy for communication on Instagram to educate and activate the target group (Gen Z). On the profile @lajfjeigratveganja, where the content of financial literacy is written for young people, the entire communication is fully adapted to the target group. We use memes. We break down long texts into shorter chunks. We invite partners who are experts in the field of finance and insurance and whom young people trust because they have (professional) authority (e.g. Andrej P. Škraba and Peter Jenko) to provide content.
- Social media strategy
- Social media management
- Content marketing
- Advertising on social networks
- Development of graphic identity
- Collaboration with content creators