Kowhiri, Kinly App

Case Studies

Year 2016
Category Financial Services

Objective
To drive consideration and conversation around the need to have a Will, and encourage the usage of the new Kinly app to create one in an easy online, inexpensive and lawyer-free environment.

Our Approach
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.

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Successes
The campaign generated 770 clicks through to the site to download the app. Our campaign achieved more  down loads than the OTL marketing in AU over 6 months.  Content in the financial services industry average engagement is 9.1%, while our campaign achieved 266% higher.

Learnings
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. Giving the influencers the freedom to express their connection with the product paid off

 

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