After thirteen editions of their biannual Household Financial Comfort Report, super-fund owned bank, ME, is now firmly established as the go-to experts on what’s impacting Australians’ hip pockets. For the 5th year in a row, Keep Left took the reins for a PR campaign to release the report to the public, targeting national and metropolitan news outlets spanning TV, radio, print and digital media with exceptional results.
The report came up against stiff competition in the financial news cycle, with the ABS releasing their cost of living data, a widely-publicised ASX crash, and a similar report from a partnership between Newscorp and Australian National University (ANU) all going live within the same three-day period as ME’s HFCR.
By implementing a tried and tested media strategy, which included pre-pitching a week out from the report’s launch and targeting property writers and publications with data relating to mortgage stress, the Keep Left team garnered an incredible 286 pieces of coverage for the report. Volume of coverage is an important KPI for ME with the HFCR, so this was a terrific result.
This includesd 40 print and online stories including AFR, The Age, The Australian, Domain, Business Insider and The Herald Sun; 16 radio interviews on ABC Radio National; and 230 pieces of TV coverage, including an interview with ME’s Consulting Economist, Jeff Oughton, for Channel 10 which was syndicated 47 times.
Taking their learnings from previous years on board allowed the team to expand their pitching opportunities and gain national attention for the report despite a particularly competitive cycle. Well done team!