How DRIM’s Smart Influencer Performance Marketing Strategy Brought 50K VAS actions to Acko

Introducing Acko: Pioneering Digital Insurance in India

Launched in 2017, Acko swiftly rose as a leader in digital insurance, revolutionizing the industry with its innovative approach. By leveraging cutting-edge technology, Acko delivers tailored, affordable insurance products directly to consumers, enhancing user experience and responsiveness to modern insurance buyers’ evolving needs. This tech-centric strategy positions Acko as a major player in India's burgeoning financial services sector.

Acko continues to redefine the insurance landscape, setting new standards for accessibility and efficiency in India’s rapidly evolving financial services sector.

Enhancing Acko's Market Strategy with DRIM

To effectively expand its reach and adapt to market demands, Acko partnered with DRIM, an innovative influencer marketing agency known for its precision-driven strategies. Recognizing Acko’s potential to penetrate deeper into diverse markets, DRIM implemented a performance-based approach using influencers.

This model was designed to motivate influencers to generate genuine user engagement, focusing on measurable outcomes rather than brand awareness. Leveraging its extensive network of over 250,000 influencers, DRIM facilitated authentic interactions between Acko and potential customers, significantly enhancing the effectiveness of Acko’s marketing initiatives and driving substantial growth in its customer base. DRIM's tech-supported, compliance-first approach empowered nano and micro influencers to become key drivers of Acko's customer acquisition journey.

Reel with 6.1M+ Views and 157K+ Likes

Main Challenges Identified for Acko

While Acko had built a strong presence through creative brand campaigns, it faced key challenges when it came to performance-driven influencer marketing at scale—especially in engaging nano and micro creators. Here's what stood in the way:

1. Scaling with Brand Consistency: Scaling influencer campaigns without compromising Acko’s brand tone and content quality was a key concern, especially with creators unfamiliar with insurance.
2. Low Performance Metrics: Previous digital marketing campaigns struggled to drive meaningful actions like app installs, VAS conversions, or retention.
3. Quality Control at Scale: Managing content quality and compliance became difficult with a large base of nano and micro influencers.
4. No Creator Retention System: Acko lacked a structure to nurture and retain high-performing influencers as long-term brand advocates.

These challenges underscored the necessity for a strategic transformation to expand Acko's market reach and utilize its full service portfolio.

DRIM’s Core Strategy: Precision, Performance, and People

To solve Acko’s challenges, DRIM adopted a strategy that combined performance marketing precision with deep influencer education and robust tech support. The goal was clear — go beyond reach and clicks, and drive real actions.

Step 1: Building a Specialized Team for Influencer Management

To execute a compliant, high-quality influencer campaign, DRIM first created a specialized influencer scouting and management team consisting of 60+ dedicated members. This team focused specifically on:

• Educating influencers about Acko’s brand standards and the nuances of BFSI and ASCI guidelines.
• Continuous monitoring to ensure consistent, authentic, and compliant content delivery.

This structured approach was further reinforced through DRIM’s advanced anti-fraud technology and a double-monitoring system, designed to uphold the highest standards of authenticity and compliance throughout the campaign lifecycle.

Step 2: Defining Clear Objectives for the Campaign

DRIM then clearly defined campaign objectives to tackle Acko’s existing challenges effectively:

• Quality and Compliance: Ensuring each piece of influencer-generated content strictly adhered to brand, BFSI, and ASCI guidelines.
  
• Brand Positioning: While recognizing Acko as a family-first brand primarily associated with cars (four-wheelers), DRIM strategically acknowledged untapped market opportunities. In India, there are 260 million two-wheelers compared to just 50 million four-wheelers. This significant gap indicated substantial growth potential for Acko beyond its established four-wheeler perception.
• Engagement and Retention: Keeping brand integrity intact, DRIM consciously retained primary messaging around four-wheelers. However, simultaneously, they educated users about Acko’s broader range of services, particularly Value-Added Services (VAS), thereby indirectly unlocking deeper market segments.
  
  Reel on Challan Info Check with 184K+ Views and 32K+ Likes

Step 3: Influencer Selection and Activation

To start with, over 14K eligible influencers were studied by a dedicated team of 60+ experts shortlisted 81 potential creators based on audience alignment and content quality potential. Following a strict screening process, these nano, micro, and macro-influencers were finally approved.

Each influencer was selected based on their ability to effectively resonate with Acko’s diverse target audiences, especially across metros and Tier 1, 2, and 3 cities. This ensured authentic communication and deeper user interactions.

Step 4: Content Strategy and Influencer Training

To ensure content resonated effectively across diverse Indian markets, DRIM developed a clear strategy and comprehensive training framework for influencers. The focus was on strategic targeting and rigorous influencer preparation.

• Strategic Audience Targeting: Addressed practical, everyday issues such as challans and mandatory PUCC certificates, appealing specifically to audiences beyond metro cities.
  
  Reel on PUCC with 274K+ Views and 13.3K+ Likes
  
• Regular Influencer Training: Conducted twice-weekly webinars and workshops to educate influencers and talent managers about brand guidelines, BFSI sensitivities, and creative integration of Acko in their content.
• Influencer Motivation: Held regular motivational sessions to build influencer confidence in delivering performance-driven KPIs, enhancing participation and commitment.

Step 5: Content Creation

With trained influencers ready, DRIM launched content production across diverse creator categories, ensuring wide reach and varied formats. A total of 278 posts were published on the platform, tailored to each creator’s native style, while staying compliant and performance-focused.

A curated mix of nano, micro, macro, and tech creators brought freshness and versatility to the ads campaign. Tech creators played a key role in simplifying the message and adding a meme-style tone that resonated with digital-first audiences.

A few other notable influencers included:

Nano Influencer - https://www.instagram.com/yukesh_poppy/

Micro Influencer - https://www.instagram.com/vichitra_indian/

Macro Influencer - https://www.instagram.com/vidhya_vidhu21/

Step 6: Execution and Results

With a robust social media strategy, training program, and engaging content firmly in place, the campaign transitioned smoothly into its execution phase, producing quantifiable results across multiple dimensions—reach, engagement, and conversions.

• Influencer Activity: Eighty-one trained creators went live with 278 posts, accumulating over 20.9 million views and driving significant engagement across platforms.
• Targeted Reach: The campaign reached 62% of its intended audience in metropolitan areas and high-potential cities, validating the strength of audience alignment and content resonance.
• Clicks and Conversions: Thanks to a performance-centered approach, the campaign generated over 500,000 clicks, 50,000 VAS actions, and over 170,000 users performing VAS actions—clear evidence of intent far beyond mere app installations.
• Repeat Creator Engagement: Between December and January, influencer reposts skyrocketed by 1.2 times initially, eventually hitting nearly 4.2 times, illustrating the power of building long-lasting connections with brand ambassadors.
  
• Selective, High-Impact Execution: Amidst a pool of over 250,000 influencers, fewer than 10% demonstrated comfort with KPI-driven deliveries. Despite this, the carefully curated group excelled, attributable to continual influencer training, vigilant monitoring, and ongoing motivation. This exemplifies the significance of employing a selective influencer marketing strategy that emphasizes quality over quantity.

What Made This Campaign Truly Exceptional

This wasn’t just a marketing win—it was a performance-first success story built on precision, learning, and execution at scale. Here’s what set it apart:

1. Massive Growth in Just 3 Months

The influencer marketing campaign didn’t start with big numbers—it earned them.

• Month 1: Baseline performance
• Month 2: Growth scaled to 11x
• Month 3: Further scaled to 22.2x

A steep upward curve driven by clear KPIs and continuous optimization.

2. ML-Backed Influencer Prediction

DRIM used machine learning to identify influencers with real potential to convert targeted audiences. This predictive model prioritized creators based on expected performance, not just their follower count.

3. Payouts Based on User Actions

Influencers were paid only when users completed high-intent VAS actions, which included entering their vehicle registration details. It wasn’t just about reach—it was about results.

DRIM team's effort has helped us to scale active users as well as becoming an effective acquisition channel. - Disha Jethani, Sr. Manager - Influencer Marketing- Acko

Sustained Impact Beyond the Core KPI

While VAC served as the primary performance goal, the campaign yielded far greater benefits, providing enduring value for Acko's user base and sustaining results beyond the initial three-month period.

Key Takeaways:

• Audience Alignment: Instead of simply driving app installs, the campaign attracted high-quality users, reflecting superior audience alignment and ensuring long-term retention.
• Targeted Reach: Over 170 000 active users engaged deeply with Acko's VAS offerings, cementing platform stickiness and fostering ongoing engagement.
• Conversions: Even post-campaign, DRIM has consistently delivered result-driven actions, averaging over 40,000 conversions per month. This demonstrates resilience and reliability in influencer marketing strategies.
• Engagement: The prolonged positive trajectory indicates a robust social media strategy, continually driving user engagement and reinforcing Acko's position as a trusted provider.

"Our team and tech has unlocked real users, active users for Acko, month after month. This is our core proposition to our clients, only meaningful investment in Influencer Marketing." - Anwesha Sarker, Head of Growth- DRIM Global

Results at a Glance

• Influencers Participated: 14,000+
• Influencers Selected: 81
• Content Pieces Published: 278
• Total Views: 20.9 million
• Total Reach: 21 million
• Clicks Generated: 500,000+
• Installs + VAS Actions: 50,000+

Project Maestros Behind the Grand Success

• Key Account Managers: Parv Sharma
• Senior Campaign Manager: Sheetal Upadhyay
• Campaign Heads: Katya Nikitonok
• Head of Growth: Anwesha Sarker
• Head of Affiliates: Anna

Discover DRIM's Influencer Marketing Expertise

DRIM revolutionized Acko’s influencer marketing strategy, using data-driven insights and performance-based incentives to penetrate deep into India's diverse markets. This strategic approach not only expanded Acko’s customer base but also set new standards in the effectiveness of digital insurance marketing.

Interested in harnessing the power of tailored influencer campaigns to boost your brand’s reach and impact? to discover how our innovative approaches can drive real results for your business.