Kinetic Super looks to content marketing to drive engagement with superannuation

New superannuation brand employs digital communications agency to help product multimedia content

Kinetic Super is ramping up its content marketing spend as it looks to drive brand awareness and knowledge of superannuation across its target market of 25 to 45-year olds.

The brand launched in July 2013 as the new and integrated face of Professional Associations Super, which previously maintained several sub brands including RecruitmentSuper, Accountants Super, Australian Enterprise Super and SMARTpension.

Marketing manager, Lynda Cavalera, said its decision to appoint digital communications studio, The Explainers, to help produce more multimedia content was twofold.

“Firstly as a category, we have that chronic disengagement with members who believe super is not a priority area for them,” she told CMO.

“Secondly, there is a trend within financial services to segment brand messaging, but that consumers are missing the fundamentals and key concepts as a result. We are building content that is relevant to our segments and customer touch points to address this.”

The Explainers is tasked with producing explainer videos, infographics and helping to drive Kinetic Super’s wider content strategy. It will work alongside creative agency, Naked Communications.

Cavalera said her team will look to leverage a range of consumer-based insights to build content that can help get its brand voice heard. The focus is largely on lead generation and customer acquisition, but the ultimate objective is to bring the brand’s simpler message and values to life, she said.

A recent member survey showed consumers continue to find superannuation a complex area, and that many don’t consider the subject to be worthy of their priority list.

“What we want to deliver is content that’s simple, easy to understand and capable of showing those insights,”Cavalera said. “We have been singular in our focus with content development to turn it into digestible bits, rather than try and tell the whole story in two minutes.

“Superannuation is an important area. Even if it’s just keeping those customers up to date on changes from a legislative point of view, we should be reflecting that in our content.”

Cavalera agreed content marketing is a long-term game, but said Kinetic Super will look to determine effectiveness through brand awareness; shifts in consumer perspectives towards what the group is looking to be known for; KPIs around retention; and being the preferred choice of fund.

“What we hope is to increase engagement over time,” she added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Read More:

Join the CMO newsletter!

Error: Please check your email address.

Supporting Association

How about the role that data plays in creating brands? :-) would be a great follow up article!

James Corby

Brand creation: It’s just a name…or is it?

Read more

Great study. Here's my prediction - marketing departments to become more like an agency structure and do more in-house. They currently ha...

Anne Miles

Report: Marketing teams must be restructured

Read more

Great Read! If you want to learn more about Dial Up Awareness, Engagement and Conversions please join @aismedia on March 4th for part 3 o...

Sarah

APAC marketers flag mobile first as key differentiator: Adobe report

Read more

Jean-Luc,Nice post - quite thought provoking. You mention managing the tension between the objectives of the corporation and the wants o...

Simon Arden

Customer centricity or eccentricity? - Customer and marketing relations - CMO Australia

Read more

Cross-platform App Development - If you want to push your business growth with the mobile app that runs in all the mobile platforms then ...

Mobileapptelligence

Cross-platform approach boosts audience interest for ANZ

Read more

Sign in