Milford.
Turning Summer Downtime into Market Share Growth

Posted 3 January 2024 in Case Studies

Turning Summer Downtime into Market Share Growth

Milford Summer Yoga

THE BRIEF

Everyone else goes quiet over summer. Milford wanted to own the moment when Kiwis are actually thinking about their financial future — without feeling like another institution crashing the holiday.

WHAT WE DID

D3’s data showed audience receptivity peaks over summer while competitor activity and media costs drop — a clear efficiency window
The Milford Summer Series combined experiential beach activations with NZME radio personalities and a 25-piece daily content series through the NZ Herald
Every piece of content was genuine financial guidance timed to the goal-setting mindset — no product push, no hard sell

“The Summer Series proved that showing up with genuine value when others go quiet doesn't just build brand — it moves market share.”

THE IMPACT

17% spike in KiwiSaver transfer market share during campaign periods
25% increase in wealth management inquiries
Disproportionate share of voice at significantly reduced media cost versus competitors
Proven annual platform — now in its second year across both 2024 and 2025 summers

Results

25% Increase in Wealth Management Enquiries

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