Task
PRVA Zivot asked us to craft and execute a digital promotion strategy that would meaningfully elevate public awareness and consideration of their life insurance product, PRVA Sigurnost. The challenge was clear: life insurance isnโt inherently exciting, and this message needed to cut through everyday media noise across social networks, local press, and trusted public voices.
The goal was simple, yet ambitious โ make PRVA Sigurnost not just visible, but talked about, shared, and trusted. We needed to reach broad audience segments while building credibility and intrigue around a category that is traditionally overlooked in everyday consumer conversation.
Tactics
The campaign was built around a strong, culturally resonant tagline:
โะะธะฒะพัะพั ะฝะต ะต ะะฝััะฐะณัะฐะผโ
(Life is not Instagram)
The tagline was accompanied by the description: โะฃะถะธะฒะฐั ะฒะพ ัะฑะฐะฒะธัะต ะผะพะผะตะฝัะธ, ะฝะพ ะพัะธะณััะฐั ัะต ะทะฐ ะปะพัะธัะต.โ (Enjoy the good moments, but insure yourself for the bad ones.)
This popular saying became the strategic and creative backbone of the campaign. It directly addressed a simple but often ignored truth: life is unpredictable. While social media shows only the highlight reel, real life includes uncertainty, risk, and moments we cannot plan for. PRVA Sigurnost positioned life insurance not as fear-based messaging, but as a responsible and realistic choice for people who want to protect what truly matters.
Social media served as the primary communication channel, with tailored content for Facebook and Instagram. Visuals and copy contrasted curated โInstagram lifeโ moments with the reality behind the scenes, using relatable scenarios and clear, human language to spark reflection and engagement.
PR activity reinforced the message through carefully written articles published on popular local portals, expanding the conversation beyond social platforms and adding credibility through editorial environments where audiences actively seek information and guidance.
Influencer marketing brought the idea to life through a trusted local voice who translated the tagline into personal stories and reflections. By sharing authentic experiences and perspectives, our chosen influencer helped normalize conversations around life insurance and framed it as a smart, thoughtful decision rather than a distant or abstract product.
Together, these channels worked as a cohesive ecosystem โ emotional, informative, and relatable โ transforming a familiar phrase into a powerful reminder that enjoying life and preparing for uncertainty should go hand in hand.
Results
The impact was beyond what was initially forecast:
Facebook reach surged by 38.9K %, and Instagram reach skyrocketed by 108.5K %, demonstrating exponential growth in brand exposure across social platforms.
Instagram followers grew by 116%, signaling not just transient attention, but ongoing interest in PRVA Sigurnost and its value proposition.
Our PR placements achieved 3.000+ views on local portals, ensuring that the campaign message was not only seen but read in meaningful editorial contexts.
These combined results showed that when strategic storytelling, platform-smart content, and influential voices come together, even traditionally โboringโ categories like life insurance can become socially relevant and widely engaged.
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