A search-led full-funnel play for a super fund

A superannuation fund that had just opened to all Australians needed awareness and acquisition — against a category leader outspending it four to one. We built the growth play from search up.

The brief

Historically open only to a single sector, the fund had recently opened to everyone. It needed to grow awareness that it was now an open fund and drive consideration among people looking to switch — and ultimately acquire new members — in a fast-growing, heavily contested category.

What we did

We started with demand, not assumptions. A thorough analysis of category search data showed exactly what the audience wanted to know about retirement, super and investment. We overlaid Roy Morgan and GWI for demographic, psychographic and media-consumption insight, then mapped it against the fund’s existing assets to find the gaps.

From there we built a repeatable framework: find the insight, brief content to win in organic search, publish, cut supporting video for landing pages and paid social, and go live with paid support across the major platforms. Media-mix modelling kept investment allocated to what actually worked.

The results

A search-led, full-funnel approach delivered record growth — three years after entering the market as a consumer brand, against a competitor outspending it four to one.

Brand awareness reached 37 per cent, and the SEO-first approach was locked in with a twelve-month plan for the year ahead.

Why it worked

When you build from real search demand out, paid and organic pull in the same direction — and a smaller budget can still beat a bigger one.