NGS Super Fierce Females
RESEARCH • SOCIAL CONTENT • CONTENT STRATEGY AND CREATION • MEDIA RELATIONS
We empowered financially fierce females across Australia, educating them on what it means to be financially independent and how to achieve it.
CHALLENGE: BUILD BRAND PROFILE AMONG MILLENIAL WOMEN IN AN UNTRUSTING ENVIRONMENT
At a time when Australia’s financial services industry was suffering from a devastating trust deficit, NGS Super invited WE to help them build their brand profile with millennial women. We knew it was time to pivot away from financial literacy and talk about financial independence.
SOLUTION: FIERCE – FORWARD THINKING, INDEPENDENT, EDUCATED, RESILIENT, CAPABLE, EMPOWERED
We created the Fierce Females campaign, a content-led campaign to educate and empower millennial women, a key member segment, to become financially fit and fierce.
The campaign went beyond super and educated audiences on which areas they should focus on to achieve financial independence, based on the FIERCE acronym.
F – Forward-thinking
I – Independent
E – Educated
R – Resilient
C – Capable
E – Empowered
Our approach was based around two core deliverables. The first was online research gauging the attitudes of Australian women aged between 18 – 35 towards financial fitness versus physical fitness to highlight the difference between the time, effort and expense the target audience spends on both. The second component was an online quiz that measured individuals’ financial fitness, captures their data, and provides relevant information to improve their ‘Fierce’ rating.
IMPACT: WE EMPOWERED AUSTRALIAN MILLENIAL WOMEN TO BE FINANCIALLY FIERCE
For the first time ever, NGS Super was talking directly to a female millennial audience. Our campaign reached over 10 million people, as well as:
- 100% of coverage featured NGS spokesperson
- 558 unique stations broadcasted CEO commentary
- 20% conversion of users who completed quiz and clicked through to Fierce Females microsite