Milford .
 10 Percentage Point Market Share Growth in Five Years

Richard Thompson
Richard Thompson
Posted 3 January 2024 in Case Studies
10 Percentage Point Market Share Growth in Five Years

Milford

THE BRIEF

Every KiwiSaver provider was claiming superior performance. Milford needed to cut through the noise and build genuine trust with potential switchers — not just add to the clutter.

WHAT WE DID

  • Milford’s own fund managers and analysts became the media — appearing weekly across NZME radio, the NZ Herald, Three, and TVNZ
  • Created a Herald app sponsorship with an integrated financial news ticker — a first-of-its-kind media placement
  • Leveraged genuine Milford investors as brand voices across platforms

"When your people are genuinely the best in the room, the smartest media strategy is simply letting them speak."

THE IMPACT

  • +10 percentage point transfer market share growth sustained over a five-year partnership
  • Significant lift in prompted brand awareness driven by consistent, expert-led content across multiple platforms
  • Conversion rate 8% above competitor average — the content strategy moved people from knowing to doing
  • Category-leading trust position built through genuine expertise, not ad spend

Results

10% Market Share Growth