Platforma
The first insurance community in Kazakhstan
kerimbayev.com
Customer
Task
Result
Services
Azamat Kerimbaev's goal is to unite people attracted by insurance as a risk management tool and provide them with a platform for training, networking, and development: a place where professionals share their expertise and newcomers gain verified data.
The foundation for this work was Kerimbayev App, an analytics website about the Kazakhstan insurance market. The team's focus areas: community, personal brand, and content, have become part of its development strategy.
Context and challenge
Kazakhstan's insurance market is undergoing a period of active transformation and requires a systemic foundation for long-term growth.
After launching the Kerimbayev App, the team faced the following challenges:
- Identify areas of application development as growth points;
- Prioritize the launch and promotion of development areas;
- Develop a promotion strategy;
- Create Azamat Kerimbaev's personal brand as a key insurance expert and the project's main figure.
We started with the foundation, a deep dive into the market, audience, and client context.
1. Directions of promotion
Based on the deliverables of the analytical work, two strategic directions for the application’s development were identified.
Direction 1
Kerimbayev Community: promoting itself as a community of insurance experts. A professional platform for industry dialogue, networking, and expertise sharing.
Direction 2
Kerimbayev App: Promotion as an analytical website. An information and analytical resource with big data on the insurance market: the complex things explained in simple words.
The strategy became the roadmap that the entire team followed for eight months.
2. Channels and content
Each direction has its own communication channels and forms
YouTube is for a professional audience: podcasts with market experts, analytics, case studies and interviews.
Instagram and TikTok are for a wider audience: image-building content and personal brand development.
Telegram is a direct channel with the professional community including announcements and ticket sales for events.
The first step in implementing the strategy was to establish Platforma community, the first professional community of insurance experts in Kazakhstan.
3. Platforma: a community of insurance experts
Made from scratch: the community concept and mechanics, the name, and all copyrighting: from the description of values to the website texts.
The ecosystem includes several forms: online events and webinars, offline events, business breakfasts, workshops, meetups, a closed chat with insurers, a news subscription, and an online platform with big data. All of this was produced and implemented by the team.
We approached our offline meetings with particular care. Our primary goal was to bring together people passionate about Kazakhstan's insurance market, so we chose the business breakfast option for comfortable networking, getting to know each other, and sharing experiences and knowledge. At the meetings, participants had the opportunity to ask Azamat Kerimbayev pressing insurance questions, gain access to the community, and have a great time.
6
Online events and webinars
462
Unique applications for participation
90
Actual participants at events
3
Media coverage of community events
4. Platforma Landing Page
We've developed and launched a user-friendly community landing page where we explain the community's mission and values, inform users of upcoming events and participation options, and answer all frequently asked questions about the community. We've also written all the copyrighted material, from the headlines to the descriptions of each participation option.
5. Branding and visual system
A corporate identity was developed uniting all ecosystem products into a single visual language. A logo and corporate identity were created forming the basis for all communications, from the app and website to social media, landing pages, targeting, and events. The visual system was designed to ensure the brand was consistently recognizable at every touchpoint.
6. YouTube channel
YouTube has become the channel's flagship content product. Over the course of eight months, a fully-fledged editorial format was developed: podcasts with top market experts, news digests about the insurance industry, and video episodes featuring the team. A unified visual system was developed for the channel: recognizable covers for each format maintained in a consistent style.
Deliverables for April to December, 2023:
- 596,884 views; 29,980 hours watched; +305 subscribers;
- 48 videos, 11 news releases and 6 podcasts were produced;
- 12 episodes with the team.
7. Social networks
Over the course of eight months, three platforms with different objectives and audiences were developed.
Instagram: an image and expert presentation for a wide audience.
TikTok: a short and accessible format with high reach.
Telegram: a direct channel for communication with professional audiences including event ticket sales.
8. Target
A full suite of targeted advertising has been prepared to promote events: business breakfasts, online workshops, and webinars. A variety of options and adaptations for different platforms and audiences are available, from stories to banners.
Result
Over the course of eight months, we created the foundation for brand and community development: we developed a strategy, crafted a plan for developing the expert's personal brand, launched a professional community, created a corporate identity, and began content production on four platforms.
A separate area of focus was the full arrangement of offline events: from logistics and moderation to the preparation of merchandise and accompanying materials. Each event was built as a complete product, with attention to every detail.
For us, this project is an example of how a deep understanding of the client's context and a comprehensive approach to tasks create not just results, but a sustainable foundation for long-term growth.
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credits
Art director
Daria Bekenova
Designer
Ksenia Trucks
Assel Dzhumagalieva
Project Manager
Rano Yusupova
Adina Sarieva
Copywriter
Assel Kungurova
Layout
Timur Sarsenbaev
Alexey Reznik
Developers
Rubas Vladimir
Case
Assel Dzhumagalieva
Taissiya Sheveleva
Daurova Anel
Art director
Daria Bekenova
Designer
Ksenia Trucks
Assel Dzhumagalieva
Project Manager
Rano Yusupova
Adina Sarieva
Copywriter
Assel Kungurova
Layout
Timur Sarsenbaev
Alexey Reznik
Developers
Rubas Vladimir
Case
Assel Dzhumagalieva
Taissiya Sheveleva
Daurova Anel
