Problem

StatePlus had rebranded from State Super Financial Services and shifted its focus from B2B to B2C - two reasons for a decline in brand awareness. 

 

Its objective was to grow significant market share among Australian pre-retirees, but, as a ‘new’ player in the highly competitive personal finance market where trust forms slowly, StatePlus’s greatest challenge was to get known and trusted again - fast.    

Solution

The cornerstone of our strategy was to make StatePlus as useful to its new audience as possible and to do this by “newsjacking” major events. This would raise its profile as expert, pro-consumer and as a destination for retirement financial advice.  

 

This meant understanding both the target audience’s needs and the media’s need for informative, attention-grabbing content around major events. 

 

So we: 

 

• Identified gaps in the audience and media’s knowledge using keyword analysis, research and media insight 
• Used what we discovered to "newsjack" major announcements such as the Federal Budget and build a bank of “evergreen” useful consumer-friendly content, such as “how-to” pieces and retirement guides 
• Commissioned research on target topics to meet media demand for unique insights, and provided media-ready spokespeople 
• Ensured media knew StatePlus as a go-to commentator on relevant current personal finance issues. 
• Used created content to build a media profile in mass-market consumer titles that reach pre-retirees  

Results

In just one financial year, StatePlus achieved both high quality and quantities of media coverage including: 

• 906 pieces of media coverage across mainstream, personal  finance, trade and broadcast outlets.
• Reached a total audience of 149,732,367 Australians (based on circulation figures)
• The content and strategy were so successful we exceeded our target for media share of voice by more than 600%.