To create informative and insightful content that would appeal to parents to think about starting to save early for their children’s education.
Generating conversation around an online platform only accessible via a financial planner wasn’t going to be easy. We knew we needed to tap into stats around education. Stats SA publishes data on education inflation each year but we needed to get closer to how South African family members contributing towards education costs actually feel about the role a good education plays towards future success – be they parents, grandparents or siblings. We also needed to create authentic, compelling content that would appeal to parents.
We worked with a research company to survey a broad spectrum of South African adults for a deeper understanding on how they view education, who pays for it, how it can influence the future and what this future might look like. We then leveraged these insights together with respected third-party opinion formers on education/future studies to create compelling content that was shared with media (consumer and intermediary) and social media. We also partnered with parent influencers to create authentic, rich video and imagery of their own kids, their aspirations for their futures and the importance of partnering with a financial planner to help navigate the process via Sanlam Goal Manager. Finally, we designed marketing and social media collateral using the above-mentioned stats and insights for intermediaries to assist in their conversations with clients regarding saving for education.
The content was picked up by tier-one newspaper titles including Pretoria News Weekend, Independent on Saturday, Weekend Argus, Daily News and Cape Argus. Interviews were secured on SAfm and Smile FM and all key broker publications covered the story. R1 million AVE was secured over the 4-week campaign. The influencer content featuring their own young children was so well received and on-message that our client used it across other marketing channels too.