What Matters Campaign



Brief

Brief

Raise brand awareness and engagement by creating a campaign exploring what matters to Australians in the future, and show how AustralianSuper can help them achieve it.

Strategy

Strategy

Plan, develop and produce content with the purpose of increasing brand recognition and starting important conversations. Communicate AustralianSuper’s unique purpose, values and competitive advantages by speaking to three content pillars—What Matters; Size and Scale; and Member Advocacy.

Execution

Execution

A three month long content strategy, including copywriting, artwork and advertising spend strategy and execution. We covered subjects as diverse as the super gender gap, AustralianSuper’s latest investments, and the role of superannuation in Australia today.

Results

Results

The conversation we facilitated as part of the campaign increased public awareness of AustralianSuper, leading to more than 2,000 new followers and 10,000 engagements. We created and posted AustralianSuper’s most successful social media post ever, led tens of thousands of people to our campaign microsite, and advocated for closing the super gender gap. Most importantly - we learnt that Australians do care about super, and that they are keen to interact with their provider.