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.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Oracle is toothless, it has zero. They don't understand what AI is.

Ilya Geller

Exclusive CMO interview: Where Oracle is heading with AI in marketing

Read more

The concept of liquid expectations is on the rise, and happy customer experience directly relates to the ease of finding a solution. Most...

Karanbir Singh

New digital trends report predicts a year of liquid customer expectations and design thinking

Read more

Great article, Thanks for sharing with us. I would like to recommended list of top customer loyalty software for small to large scale of ...

Matts Frigian

How brands are ramping up customer loyalty program spending in 2017

Read more

“We’re in an arms race for finite attention.”What a statement that is. I am so glad that someone of Steve's caliber comes out about the m...

Peter Strohkorb

Marketo CEO: Ditch the volume game, focus on value

Read more

Hello Greetings for the day. As I am also looking to stabilize gym with Hypoxi in india place called Delhi. And I have gone through your ...

Dhruv singh

Goodlife gets business ‘in shape’ with real-time analytics

Read more

Latest Podcast

More podcasts

Sign in