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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Well done, team at Larsen. Fantastic story of how to continually invest in customer experience.

Adam Frank

A designer jewellery brand's take on customer relations

Read more

Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...

Paul Scott

How to design for a speculative future - Customer Design - CMO Australia

Read more

Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

Read more

“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

Read more

IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

Read more

Blog Posts

Why marketing technology utilisation is taking on new urgency

Disparate data sources, fragmented technology and a lack of funding has left many brands struggling in the battle for online customer attention amid a global pandemic. Now more than ever, brands need to focus on unlocking the value of their marketing technology.

Suzanne Croxford

Marketing technology partner, Wunderman Thompson Australia

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Sign in