The art of capturing attention on the internet
These ads were part of organic and paid social strategies which grew membership at Future Super, built a waitlist of ethical investors for Sustainable investment Exchange, and generated over $100,000 in an equity crowdfunding campaign. One ad was shared over 300x - generating reach that far exceeded the brand's organic reach and dropping cost per lead by over 50%.
I briefed, directed, measured and reported on these ads (in partnership with some talented creatives).
Research confirmed what we knew intuitively: people felt powerless against climate, unnerved by doom & gloom climate headlines, and anger at a lack of government action. It also showed that a small percentage of Australia's $3.4T pension pool could transition the country to 100% renewables by 2030.
The brand idea, super is power, led expression across performance marketing, brand campaigns, and internal communications.