In New Zealand, 70% of people who should have a Will do not, so BC worked with Kowhiri to drive consideration through the usage of the new Kinly app to create one in an easy online, inexpensive and lawyer-free environment.
Five leading NZ lifestyle and parenting influencers partnered with Kowhiri to introduce the topic of Wills to New Zealanders. We approached the content in human to human speak, normalising the language to show how Kinly takes the pain out of the process.
The campaign generated 770 clicks through to the site to download the app. Our campaign achieved more downloads than the OTL marketing in Australia over 6 months. Content in the financial services industry average engagement is 9.1%, while our campaign achieved 266% higher.
In NZ, 70% of people who should have a Will do not. BC and our team of influencers helped remove the perceived barriers that prevent people from creating a Will, by encouraging action through emotive content.