Prudential TikTok Videos

Client: Prudential

Project Title: Prudential TikTok Videos

Brief

Prudential commissioned us to produce two batches of short-form videos for two different audiences. The first was a pilot project to test the waters on short-form content platforms. Comprising four videos, it was aimed at the recruitment of corporate employees at Prudential. 

The second batch of three videos required a focus on agency recruitment, attracting fresh graduates to work as a financial consultant in an agency. 

The first batch of videos were conceived by our former content director Alex Chua, and the second batch was creatively led by Nadia Carr, and directed by Eysham Ali, with Gisele Su acting as producer.

Response 

As this project marked the first time Prudential and the C2V team were making videos for TikTok, both parties were understandably careful and conducted thorough research on the platform’s trends. 

The team decided to film the videos with an iPhone, and worked with a lean crew to simulate the candid, unrehearsed tone of videos on TikTok. The four-video series featured the benefits of working at Prudential, and we aimed to create dynamic content that engaged more viewers. 

The videos would utilise sleek transitions and text-on-screen to hook viewers and pique their curiosity about what working life is like at Prudential. 

Video 1 used an umbrella to transition between profiles and the various careers that one can embark on at Prudential.

This video showcased the unique features of the Prudential office, like the edible garden that supplied the greens for the salad bowls sold at the café. 

The second batch of videos aimed to engage individuals thinking about a career in financial consultancy, and attract them into joining a Prudential agency. The conceptualisation process for these videos was similarly cautious and required more interactions with the client to understand their objectives better.

These videos featured profile dialogue, focusing on personalities and their motivations for pursuing a career in financial advisory. 

This video featured a financial consultant and a wealth manager visually describing the secret sauce to success as a Prudential Financial Representative.

This video featured the motivations of financial representatives for pursuing a career in this area.

Outcome 

Our client posted the first batch of TikTok-formatted videos on LinkedIn, and noted that the videos garnered a lot more engagement on the platform than their typical content. They decided to go a step further and pay to have the videos pushed to boost engagement levels. They cited the creative transitions and refreshing format as strong indicators of the series’ success. 

@prudentialsingapore Why do our people want to be Financial Representatives? Find out how you can also get the #FreedomToBe ♬ original sound – PrudentialSG

As with all projects, maintaining good communication lines with the client through each step of the process proved crucial, as this proactivity would foster better creative alignment between the client and the team. 

With the content marketing industry moving towards short-form videos, this experimental project gave us the opportunity to work with unfamiliar formats. It also gave us a sense of the professional requirements we need to position ourselves as a reliable partner our clients could depend on to produce trendy, dynamic videos at a fraction of the cost of traditional video output.