We were challenged to increase awareness of Apia – part of Suncorp Group – as a brand for those transitioning into retirement and not just for those fully settled in retirement.
Our strategy saw the development and launch of ‘The Good Life’ platform that sought to help those aged 50+ find greater meaning in their life, their endeavours, family and community and “live their best life”.
From real life stories of people, to Q&As from external experts, to advice on health and wellbeing, community, relationships and volunteering, the monthly blog and social content hub specifically targeted our 50+ audience and provided the resources and tools to make this a reality. The platform goes beyond content to provide real utility with partnerships and integration with Open University and Five Good Friends.
31, 000 VISITORS PER MONTH
442% INCREASE IN VISITS
TRIPLE CLICK-THROUGH RATE (UP TO 9 X CTR)
RESPONSIBLE FOR 48% OF ALL SOCIAL INTERACTIONS ACROSS SUNCORP GROUP
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