To better engage younger Australians and mid-career professionals with their superannuation, NGS Super launched a targeted paid social campaign designed to make long-term financial planning feel more relevant and actionable.
I led the creative direction and design development for a multi-channel campaign aimed at driving engagement with NGS’s Super Calculator, educational resources and financial advice services.
For many Australians, superannuation is often viewed as a future concern rather than a present priority. The challenge was particularly pronounced among younger audiences aged 18–34, who were more focused on career growth, housing affordability and wealth-building opportunities outside of traditional retirement planning.
At the same time, more established audiences aged 35–55 required messaging that recognised their broader financial responsibilities, including mortgages, family commitments and long-term asset management.
The campaign was built around two distinct audience groups, each requiring tailored messaging and creative approaches.
For younger Australians, the focus centred on financial empowerment, long-term wealth creation and the power of compound growth. For the 35–55 audience, messaging shifted towards financial confidence, planning and personalised advice that could help support life’s competing priorities.
By segmenting both the narrative and creative execution, the campaign was able to make a traditionally low-engagement category feel more personally relevant across different life stages.
I led the visual direction and creative development across video, carousel and static formats, creating a flexible content system that could adapt across audience segments and platforms.
The work balanced educational messaging with contemporary social-first design principles, simplifying complex financial concepts into more accessible and engaging content. Multiple creative variants were developed and tested to optimise performance, including differing calls-to-action, creator-led video content and audience-specific visual storytelling approaches.
The campaign rolled out across Meta, TikTok and YouTube, combining awareness-building content with more conversion-focused executions designed to drive traffic towards calculators, educational resources and financial advice services.
Creative was continuously optimised throughout the campaign, allowing audience behaviour and performance insights to inform future iterations and channel investment decisions.
The campaign reached almost one million people across Meta, TikTok and YouTube, generating more than 2.2 million impressions, 840,000+ video views and 3,700 website visits
Performance exceeded engagement benchmarks by 80%, while ongoing creative testing revealed valuable audience insights across content formats, creator styles and call-to-action approaches. Some CTA variations increased click-through performance by up to 60%, helping inform future optimisation and media investment decisions.