REST Industry Super: ‘Super Mum Index’

CHALLENGE: To take REST outside of the personal finance pages and into consumer media that is read, watched and listened to by the super fund’s target audience of women 30-45 years old.

STRATEGY: First, we conducted extensive face-to-face/online/social research into what REST’s target audience thinks and cares most about.

By unveiling that Aussie women’s core focus is the health and wellbeing of their children, we were able to build a strategy which would resonate; with a long-lasting impact.

We commissioned the ‘Super Mum Index’ – a research piece which ultimately revealed that while the majority (90%) of Aussie mums prioritise their children’s wellbeing, almost two in five are at risk of financially burdening their kids later in life by saving inadequately for retirement.

To give the data added media appeal, we developed tips, sourced case studies and internal data, and engaged a renowned psychological expert as a spokesperson.

IMPACT: The ‘Super Mum Index’ resulted in more than 65 pieces of coverage in broadcast, print and online consumer media.

Highlights included three syndications across News Corp and features in The Australian Women’s Weekly and Money Magazine. By continuously re-purposing the research, we ensured its lifespan of more than six months.