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Share My Super unites Kiwis over 65 to help solve child poverty by letting you easily share your surplus superannuation with trusted charities, each chosen for their real impact. They have a bold vision for New Zealand where every New Zealand child has a fair chance to thrive and succeed.
To combat a natural skepticism of ad campaign traffic, we needed to both establish legitimacy of the brand as well as educate people on how Share My Super works and makes a real impact. We focused on summarising the offering succinctly and emotively, highly scannable content, mobile bias and capturing emails to nurture. Together this has made a fundamental impact on conversion rates and ultimately return on advertising spend.
We developed a brand awareness campaign to engage supernatants to help alleviate child poverty in New Zealand.
We had to create a campaign that stood out within a saturated and competitive market while educating our target audience about the unique structure of Share My Super as an organisation that supported multiple charities.
By partnering with well-established and trusted charities we were able to feature some of the key charities that SMS supported and the different ways they worked together to break the cycle of child poverty in the shorter term immediate needs, longer term transformational change to advocacy.
We then simplified the message again into a more consumable format collating the Shared Impact and Shared Vision of each of these charities into a single content piece, showcasing the impact one donation can have in a myriad of ways.