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Bajaj Markets (a Bajaj Finserv initiative)

Bajaj Markets – Transforming Social Media for Financial Engagement

The Overview

Bajaj Markets, a digital financial services platform under Bajaj Finserv, approached Plugin to revamp their social media presence. The goal: transform low-performing channels into active platforms that build trust, drive engagement and generate business value.

Objective

Our mandate was clear—shift Bajaj Markets from a static content publisher to a dynamic, engagement- driven financial voice.

Key objectives included:

  • 50%+ increase in engagement (likes, comments, shares)
  • 20% organic follower growth in 6 months
  • Improve ad performance through smarter targeting and creative testing
  • Position Bajaj Markets as a trusted digital finance advisor

The Challenges

  • Low Engagement: Minimal interactions and follower growth
  • Content Gaps: Inconsistent posts, no platform-specific strategy
  • Underperforming Ads: Facebook campaigns showed low ROI; Instagram was inactive
  • No Clear Metrics: Tracking and analytics were minimal

Industry

Financial Services / Fintech

Platform

Facebook, Instagram, LinkedIn

Services

Social Media Strategy & Content Planning, Paid Social Media Campaigns & Creative Testing, Community Management, Performance Analytics & Reporting, Brand Positioning & Engagement Growth, UGC Campaigns, Thought Leadership Content Creation

Our Strategy

Platform-Specific Content Planning

  • Facebook: Carousel ads with EMI calculators, testimonials, and finance FAQs
  • Instagram: Reels with financial tips, polls, quizzes, and user-generated stories
  • LinkedIn: Thought leadership content including myth-busting series and employee-led narratives

Paid Social Optimization

  • Segmentation: Targeted lookalikes, app users, and high-intent segments
  • Creative Testing:
    • - Video > Static (35% better performance)
    • CTA “Get Pre-Approved” outperformed “Learn More” with 2x CTR

Community Management

  • Replied to comments/DMs within 2 hours
  • Ran UGC campaigns to boost credibility
  • Blended trending hashtags with branded tags like #BajajSmartBorrower

The Impact we created

100K+

Views on a single reel

Instagram Reels

1,000+

Loan inquiries/month

Facebook Lead Gen

10K+

Impressions on CFO’s post

LinkedIn Thought Posts

1x

Boost in less than 6 months

Overall Engagement

Surpassed target organically

Follower Growth

Key Learnings

  • Short-form wins: Reels outperformed static posts by 5x
  • Trust-first approach: Educational content > promotional
  • Consistency drives results: Posting 3–5 times/week stabilized growth

Outcome

The campaign transformed Bajaj Markets’ social media from passive to performance-driven, with tangible results across engagement, leads, and brand perception.

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