How socially responsible investing (SRI) became an immersive digital experience
Digital & content strategy | creative | comms
Content strategy & design
Digital strategy & UX
Narrative & messaging
Campaign
Content strategy - super
How socially responsible investing (SRI) became an immersive digital experience
Creating a cohesive digital & content strategy for Aware Super's socially responsible investments
Client
Aware Super
Released
Timeframe
24 months
Project Type
Digital & content strategy | creative | comms
Technology
Jira Stripo Trello Confluence frame.io
Content strategy - super
Overview
We envisioned and built an immersive digital environment to show how Aware Super invests responsibly. This space would be flexible, tactical, and could include new content includng video, articles and stories, blogs, narrative, e-news, media, and annual statements. The strategy and re-designed platform would ensure strong engagement, awareness, action, and education.
Aware Super, one of Australia's leading super fund brands, needed to re-design its digital content & communications strategy on socially responsible investing (SRI). The existing content and distribution strategy was creating friction in the customer journey - failing to communicate SRI effectively to members and other stakeholders.
Content strategy - super
The Challenge
Existing content and comms on SRI provided an underwhelming, fragmented experience for Aware Super members and employers. This resulted in misunderstanding about SRI, how Aware Super managed risks and opportunities in SRI, and reduced confidence in Aware Super's ability to deliver strong returns by investing in socially responsible assets.
Content strategy - super
The Solution
We developed a cohesive, integrated content & comms strategy, and tactics on Aware's SRI capability. Content included videos, articles, blogs, narrative strategy, media, web content, stories, advocacy, member statements. Tactics were channel-focused, aimed at a strong digital user experience and insights to hone future campaigns. We harnessed robust research in member and employer segments, with stakeholders, and skilfully leveraged supplier talent and information about the companies Aware invests in.
Jira Stripo Trello Confluence frame.io
The new user experience reflected the new brand - the merged Aware Super-VicSuper brand. We introduced new content on climate change transition, solar farming, wind power, risk management, and regulation. Content was distributed through web, video, e-news, digital journey, member statements, and employer marketing. Campaigns included social and core media, quarterly reporting and news, blogs, web updates, teders, pitch books, etc. All content was vetted, researched, tested, and complied. Execution was refined, and SRI content campaigns had relevant metrics that were reported to executive team.
Content strategy - super
Content strategy - super
Performance Results
The revamped content platform and strategy transformed Aware Super's SRI communications and campaigns. The immersive digital content experience increased engagement, shortened the path to 'purchase', helped boost member growth and rentention, created a halo effect for the Aware Super brand, and elevated the quality and sustainability of Aware's advocacy.
Increase in social media reach
Brand recognition
Increase in member growth
