BT Financial ‘Get Moving’ Content Program
Content Strategy
Content Design
Content Production
Content Campaign Progam
BT is one of Australia's leading wealth management brands. BT is part of Westpac Group and has a 50 year history in providing wealth management services, including investment solutions, and supporting financial advisers. The ‘Get Moving’ campaign was a tilt to digital and away from traditional above-the-line activity with a content rich approach to omnichannel marketing.
The Challenge
BT’s brief was to tilt towards a digital lead marketing strategy. To help people prepare for their best financial future. Forever. BT also wanted to make finance and wealth easy to understand so people can take control of saving for lifelong wealth creation.
BT’s vision was to provide greater financial literacy for Australians so they can make informed investment decisions. The purpose was to create a sustainable content framework of creation, distribution, amplification and personalisation.
Why content?
The effectiveness of traditional marketing methods are in decline and costs are harder to justify (ROI)
The way audiences consume content is increasingly fragmented
Content drives SEO
Content helps build trust, deepening customer relationships
Loyal customers buy product
Financial Literacy and Education is an issue for all Australians
BT wanted to make finance and wealth easier to understand to empower Australians to better prepare for and protect their financial future. The reality, however, is that Australians are in need of education to achieve this. According to Zurich Australia’s 2016 Income Protection Gaps report, “Australia is one of the most financially illiterate nations in the developed world.”
ASIC’s National Financial Literacy Strategy 2014-17 adds, “Improving financial literacy can benefit anyone, regardless of age, income or background. It helps people make informed choices, day-to-day and throughout their lives.”
This financial literacy proposition can be extended to affluent Australians, who need to be better informed on protecting and growing their wealth. ANZ’s 2015 Survey of Adult Financial Literacy in Australia found the number of people holding managed investments outside superannuation and shares continued to decline: managed investments were 13% in 2014, down from 29% in 2002, while shares decreased to 29% in 2014 from 44% in 2002
Increase brand awareness and consideration to core audience segments by driving 2k unique visitors per month through engaging, personalized content. Continue to optimize product acquisition through digital performance activity, and heavy up spend for key periods. Test and learn strategy for new product launches, focused on acquisition, engagement, and retention.
Native, Content Marketing, and Paid Social
By using both internally produced onsite content and paid native, BT were able to begin to position themselves as the educational resource consumers are looking for when they seek sound, reputable, and useful information.
