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Empowering women through financial awareness and education

Content Marketing / Financial Content Marketing / Professional Services

Objective

Brandalism were tasked with developing a long-term content marketing strategy for Westpac’s Ruby Connection, a platform that aims to advance financial confidence across all generations and demographics of Australian women. It was a massive undertaking – helping ALL Australian women gain financial confidence is no small feat – but we jumped at the opportunity and it has been one of our proudest projects to date. We have been supporting Westpac’s desire to be the institution of choice for women and girls and to be the leader in female banking now for over two years. 

What we did

The project started with an in-depth look at financial attitudes across all generations of Australian women. And wow, what a mixed bag – we discovered everything from older women who were leaving life-long relationships with no financial identity to young teenage girls who passively acquire their financial education through social media. And of course, some moments of light and massively painful situations in between. The content marketing strategy we developed mapped out financial attitudes, life moments, triggers, current watering holes, customer needs and attitudes and led to a content plan and social media strategy that aimed to support and inspire Australian females across all aspects of finance and banking.

1,042%
increase in impressions
1,627
Clicks Generated about "What is Financial Abuse'.
1781
Articles audited and published
Rebrand
on social lead by us
Westpac Ruby Connection – Content Marketing Strategy
Westpac Ruby Connection – Content Marketing Strategy

“Brandalism have been a true extension of the Women’s Markets team over the last 9 months. They show deep passion and enthusiasm in understanding the challenge at hand and continue to deliver proposals that not only serve as an opportunity but connect in with the broader marketing campaigns to extend the conversation to new markets. The team have a great can-do attitude and an ability to think laterally to solve problems. We sincerely enjoy working with the team.”

Felicity Duffy - Head of Women's Markets, Westpac Group

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