AustralianSuper Case Study
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The AustralianSuper case study demonstrates successful marketing solutions using LinkedIn to engage professionals, particularly career changers. The campaign involved a two-phase strategy to raise awareness and engage members, culminating in a poll that received over 6,000 responses within two weeks. High engagement levels were also noted through comments and click-through rates from the campaign.
AustralianSuper Case Study
- 1. Marketing Solutions AustralianSuper Case Study Using smart advertising solutions to engage professionals on LinkedIn Background AustralianSuper is one of the largest industry Challenge superannuation funds in Australia, with more than 1.5 • Raiseawareness of AustralianSuper to professionals million members drawn from over 120,000 workplaces who are changing their careers and $32 billion in funds under management. • Educate the market that superannuation funds can be kept when changing employers Poll Unit Why LinkedIn? LinkedIn Polls • #1resource for career-minded professionals • Precise targeting by seniority, industry, job function, and geography Increasing the super contribution rate from 9% to 12% is a good idea? Strategy yes • Target‘career changers’ with a two phase strategy: no • Phase 1: Lever display to raise awareness • Phase 2: Engage members using Polls and Partner Messages • Campaign optimised over flight Vote Sponsored by or see results Results • The campaign achieved high levels of participation and engagement amongst LinkedIn members especially with the Poll • The LinkedIn Poll question: “Increasing the super contribution rate from 9% to 12% is a good idea?” achieved over 6,000 responses in 2 weeks • The poll achieved a CTR of 1.94% • The leaderboard on the results page generated a CTR of around 0.36% to the landing page • Members were highly engaged and posted 130 comments AUSTRALIA
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