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Insurance Samadhan × Digidarts: Trust-First Meta Strategy That Doubled Registered Fraud Cases

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Insurance Samadhan × Digidarts | Trust-First Meta Strategy | 2X Case Registrations | Quality-Optimised Lead Funnel | 28% CPL Reduction | Insurance Samadhan × Digidarts | Trust-First Meta Strategy | 2X Case Registrations | Quality-Optimised Lead Funnel | 28% CPL Reduction

About the Client

Background

Insurance Samadhan is India's leading platform that helps consumers resolve grievances related to life insurance mis-selling and fraud. Life insurance mis-selling is a high-impact but low-awareness issue. Many policyholders don't realise they were mis-sold until returns don't match promises or hidden clauses surface. The challenge wasn't traffic — it was driving legally eligible, genuine cases at scale within strict insurance advertising policies.

Objective

Primary KPI: Increase registered miss-selling & fraud cases.

  • Double registered life insurance miss-selling & fraud cases
  • Maintain high-quality, legally eligible leads
  • Ensure compliance with Meta's insurance ad policies
  • Reduce dependency on low-intent traffic
  • Lower cost per qualified lead

Our Approach

Instead of aggressive accusation messaging, we built awareness-driven recognition creatives.
  1. Core themes: "Promised policy benefits that never existed?" / "Feel misled about your policy?"
  2. Relatable visuals showing confusion and stress — no blame-heavy language
  3. Reassurance-driven tone: "You're not alone. We help you fight back."
  4. Soft, action-oriented CTAs to reduce emotional barriers
Impact: Higher ad approval rates, increased trust signals, and stronger intent from engaged users.

Targeted policyholders most likely to qualify for genuine claims.
  1. Demographic targeting: Age 30–60, financial decision-makers
  2. Interest clusters: Life Insurance, LIC & Private Insurers, Financial Planning
  3. Lookalikes built from the verified case database
  4. Retargeting engaged website users for warm funnel entry
Impact: Higher probability of legally eligible leads entering the funnel.

Used Meta Instant Forms with deliberate friction to pre-qualify leads.
  1. Funnel: Meta Ad → Instant Form → SMS/OTP Verification → CRM → Call Team
  2. SMS/OTP verification to remove fake and duplicate submissions
  3. Policy-type, duration, and benefit clarity filter questions built in
  4. "More Volume + Custom Questions" form structure for quality control
Impact: Reduced invalid leads, improved call connect rates, and better pre-qualified case conversations.

Intentionally filtered users before submission — not during calls.
  1. Pre-qualification reduced irrelevant case volumes reaching the call team
  2. Faster documentation collection from already-aware, intent-confirmed users
  3. Higher case registration success from pre-filtered pipeline
  4. More operational efficiency — agents focused on conversion, not screening
Impact: Significant improvement in complaint-to-registration conversion rate.

Results & Impact

2X

increase in registered miss-selling & fraud cases (90 days)

28%

reduction in cost per lead

35%

improvement in qualified lead ratio

🏆

Significant drop in invalid & non-eligible leads with higher call connect rates

Brief about the problem statement

Scale Sunova’s D2C business while maintaining marketplace revenue shares.

Scale D2C sustainably by bolstering ROI

Insurance Samadhan × Digidarts | Trust-First Meta Strategy | 2X Case Registrations | Quality-Optimised Lead Funnel | 28% CPL Reduction | Insurance Samadhan × Digidarts | Trust-First Meta Strategy | 2X Case Registrations | Quality-Optimised Lead Funnel | 28% CPL Reduction
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