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72 leads and 3 awards for Generation Life

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New leads

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Pieces of earned coverage

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Industry awards

 

The Challenge

Australia's looming intergenerational wealth transfer is set to be the largest in history.

Investment product provider Generation Life wanted to demonstrate to financial advisors (FAs) that its products help Australians achieve life goals of intergenerational wealth transfer and regret-free retirement.

Sefiani commissioned exclusive research, revealing 65% of Australians are confident they’ll leave a legacy for future generations, but only 14% have a plan to do so, demonstrating a worrying national knowledge-gap requiring FAs’ support to solve.

Knowing that leaving a legacy felt unachievable for many Australians, we built a campaign to help them achieve this goal. To drive awareness and lead generation we built a marketing and communications campaign through a creative platform and a comprehensive guide for FAs: Reimagining Legacy.

Solution

  • Produced a 50-page report, campaign landing page and infographic.  
  • Partnered with financial expert Noel Whittaker, with commentary on findings. 
  • Supported launch event for FAs and client EDMs. 
  • Arranged media roundtable launch hosted by CEO, Grant Hackett OAM 
  • Secured exclusive interview with News Corp, ahead of sharing broadly with news, finance and retirement media reaching FAs and consumers. 
  • Arranged six-weeks’ paid LinkedIn campaign and 2GB partnership. 

Impact

We’re so proud of what Sefiani has helped us achieve through this campaign, significantly increasing brand awareness around how we help Australians build, protect, leave, and preserve a legacy, and enjoy a dignified retirement. These are emotional goals, and here at Generation Life we want to ensure all Australians have the opportunity to leave the legacy they desire for generations to come.” 

Karlee CurrallSenior Marketing Manager, Generation Life

Business results:  

  • The report was awarded 2 CPD points to support FAs ongoing learning, endorsing Generation Life as a key supporter and educator. 
  • New leads: 72  
  • Contributed to a 6% lift in Generation Life’s brand awareness YoY 

Industry recognition:

  • Mumbrella Commscon 2024 - Best B2B Campaign
  • Financial Standards MAX Awards 2024 - Best Integrated Marketing Campaign
  • CPRA Golden Target Awards 2024 - Silver Best B2B Campaign

Communications results:  

  • Earned coverage: 76 pieces, 32M reach 
  • Paid social: 47,804 unique users, 0.7% Click-Through-Rate 
  • Additional web conversions: 443
  • Share of voice: +68% versus competitors during campaign

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