Video Inspiration for a Super(annuation) Member Engagement Strategy

Ewan Roxburgh
March 11, 2020
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The EOFY is fast approaching. Doesn’t time fly? That means it’s time to get your video content ready to roll and launch a successful member engagement strategy.

Why? Sure it’s prime time for a good deal on that pair of shoes, that sofa or that PlayStation we‘ve had our eye on, but it’s also the best time of year to get people thinking and talking about their financial futures. It’s a great time to reconnect with our members and – most importantly – remind them what we can offer.

Yes, they get their tax return (see: shoes/sofa/PlayStation), but it’s also the time of year they get things like their annual superannuation statements and pause and reflect on their finances. At least, that’s the idea.

 

Engaging young member's with video content with their financial futures.

 

Of course, too many don’t make the most of the opportunity. They let statements come in the mail, bluff their way through their tax return and head to the local shopping centre to grab those shoes/sofa/PlayStation!

But working in financial services, banking or superannuation you know this is the time to start a conversation about people’s money. For a moment, you’ve got their attention and to make the most of it, you need the right content. Content that’s entertaining, informative, inspiring and personal. Getting the right combination is very achievable… through video!

So without further ado, allow us to spotlight some of our favourite pieces of video marketing as part of a member engagement strategy that accomplishes the difficult task of getting people involved with their money.

 

Local Government Super –  How Super Works Video

 

 

Let’s face it, it’s challenging getting young people engaged with their superannuation.

However, Local Government Super got it right. Using a cartoony animation style and narration that speaks their language, it plainly explains superannuation and why investment in their future is important even at an early age in your career. (This video was enough to make me, a Millenial, better engage with my super and consider my investment options!)

 

CBUS – Combining Your Super Video Campaign

 

 

One of the easiest things to do to save yourself money and improve your retirement is combining your super accounts into one. Of course, we know this, CBUS knows this, but their member’s don’t necessarily recognise its importance. 

This personalised, interactive video spells out exactly how much each member has in their super balance and what their fortnightly income would look like based on their current contributions. It makes a convincing argument to consider supplementing contributions with the view to have a more comfortable retirement, then presents the button to press to do just that. Genius!

Better yet, it got AMAZING results! The personalised video and accompanying email had an open rate of 45% and a click-through of 35%, well above industry benchmarks!

 

Telstra Super – Personalised Milestone Member Engagement

 

 

This award-winning member retention campaign centred around a series of personalised videos emailed to current members making an engaging interactive video. Using our personalisation and interactivity tech, Telstra Super tailored each video to include information specific to the recipient. It gives them useful, real information that applied directly to them. Obviously, that means thousands of different versions of this video, but that’s something you can let us worry about.

 


 

Now’s the time to start thinking about content for your EOFY campaigns and we’re here to help.

Look out over the next few weeks for more advice from our team.

Get in contact with Creativa and bring your ideas to life!

 

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