JDIC Phase II (2022): Scaling Impact and Literacy
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About JDIC
The Jamaica Deposit Insurance Corporation (JDIC) remains the cornerstone of Jamaica's financial stability, managing the Deposit Insurance Scheme (DIS) to protect depositors. Following the success of the inaugural 2020 digital transformation, the Corporation sought to deepen its mandate of promoting financial inclusion and literacy. By 2022, the coverage limit had been strategically increased to $1.2 Million per depositor per institution, requiring a massive re-education of the Jamaican public.
The Problem: Maintaining Momentum and Message Precision
Despite the digital foundation built in Phase I, JDIC faced new hurdles as it entered its second contract year:
The Literacy Challenge: While brand awareness was established, the general public required a deeper understanding of the provisions, benefits, and limitations of the Deposit Insurance Scheme (DIS) to ensure confidence in the financial system. Furthermore, there was an urgent need to ensure the public understood the specifics of the new $1.2M coverage upgrade.
Engagement Saturation: To prevent audience fatigue, JDIC needed to pivot from general brand awareness to highly engaging, edifying content that answered two main questions: "What is Deposit Insurance?" and "How does it benefit me?".
Operational Agility: There was a critical need to release pending educational content, such as the "#JDIC Explained” video series, to keep the public informed through diverse media formats.
Targeting Precision: To effectively promote financial inclusion, the campaign needed to reach a broader, yet more specific, cross-section of the Jamaican population across multiple digital platforms
The Solution: Targeted Refinement and Youth-Centric Strategy
Adtelligent’s Phase II strategy shifted from infrastructure building to audience-led optimisation and diversified rich media:
"Youth-Focused" Catalyst: Recognising that the 18–44 demographic was the most active on social platforms, we pivoted messaging to leverage interests in "Money Matters," cryptocurrencies, and digital payments to drive virality and awareness.
Enhanced Google Display Ecosystem: We expanded the reach beyond social media, utilizing Google Banner and Billboard-concept ads that showed up across mobile apps and websites based on specific interests like finance, sports, and college education.
#JDICExplained Re-launch: We produced 15 short-form educational videos and re-launched them across all platforms to provide simplified, "bite-sized" answers to complex insurance questions.
Aggressive Market Segmentation: We moved to a "laser-targeted model, creating over 120 versions of each ad tailored to different demographics, psychographics, and behaviours.
The Results: Shattering Benchmarks and Deepening Inclusion
By the end of this period, the partnership had not only maintained its Phase I momentum but reached new heights of statistical and human-centered effectiveness.
Cumulative Campaign Achievements (May 2021 – April 2022)
Phase II Snapshot: July 2022 Performance
Network Visibility: Ads were displayed on screens over 12.3 million times across the target audience.
Audience Interaction: The campaign generated high-level engagement with 88,776 post likes, 386 comments, and 762 post saves, indicating that users were actively referencing JDIC content for their personal financial planning.
Platform Breakdown: Digital visibility was strongest on Google (7.9M+ impressions), followed by Facebook and Instagram (4.2M+ impressions).
Community Expansion: The JDIC digital community grew by 1,270 new followers, with the strongest growth on Facebook (906 new followers) and Instagram (359 new followers).
Inaugural Month of 2022 Renewal (July 2022)
Rapid Impact: The first month of the renewal period alone reached 45,239 unique individuals and generated 304,110 impressions.
Diverse Reach: Google ads accounted for the majority of visibility in this period with 197,019 impressions, while Facebook and Instagram drove high-quality engagement with over 1,200 link clicks back to the JDIC website.
