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
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Attention marketers, it’s the small things that make a big difference

Marketers spend their careers searching for the formula that can improve the bottom line for their brands. Most new marketers also come into a role and feel like they need to put their own stamp on things.

Peter Pynta

CEO APAC, Neuro-Insight

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

Sign in