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Transcript of Helen Geoghegan & Tim Duggan - Fireside chat - On The Cusp: How Westpac and JUNKEE Media are...
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HOW WESTPAC & JUNKEE MEDIAARE REFRAMING THE WAY MILLENNIALS THINK
ABOUT MONEY
O N T H E C U S P
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YOUTH ARE OUR HEARTLAND
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1,800,000UNIQUE BROWSERS
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10,200,000WEEKLY FACEBOOK REACH
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WE HELP BRANDS TO
TELL AND SHARE THEIR
STORIES
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200Bicentennial
Honours$200 Gift
Bump200
CommunityGrants
200 Years Proudly Supporting Australia
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200Businessesof Tomorrow
200 WestpacScholars
200 Years Proudly Supporting Australia
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WESTPAC & YOUTHM 2 0 2 0
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Why do we care?There’s a lot of them
They are influential on every generation
They are indicators of change
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44% of 25 – 34 year-olds
have a side job
Every day I’m hustlin’
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XXX
XX
XXX
RELEVANT GENUINELY HELPFUL ACCESSIBLE
C O N S I D E R E D
THE OPPORTUNITY
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THE THINKINGM 2 0 2 0
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WE UPDATE OUR RESEARCH INTO YOUTH ATTITUDES AND BEHAVIOURSEVERY YEAR.
We know how 12-39yr olds think, behave and engage with brands and content.
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Tim
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80%Currently do not have a passion or purpose
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1%
2%
2%
1%
4%
4%
5%
6%
16%
16%
8%
14%
24%
31%
28%
30%
4%
6%
6%
8%
8%
10%
12%
17%
20%
20%
20%
23%
28%
28%
30%
37%
10%
13%
16%
16%
16%
17%
19%
19%
12%
14%
26%
16%
23%
19%
20%
19%
45%
41%
44%
38%
40%
39%
37%
38%
29%
28%
29%
39%
19%
18%
17%
11%
39%
39%
32%
37%
31%
30%
27%
19%
22%
22%
18%
7%
6%
4%
5%
3%
It is important to keep up to date with news on a wide range of topics
At this moment, life for me is about finding my passion and purpose
It is hard to classify myself into one subculture because I fit into many
At this moment, life for me is about experiencing the world
My generation is more arrogant than previous generations
I feel pressured to make the most of the freedom and opportunity I have
There is more pressure for someone in my generation to be successful
I am confident everything in life will work out fine for me
I worry that I will have settled down without having experienced life fully
I worry that I will have settled down without having found my true passion
I believe my generation is more ambitious than previous generations
I follow the news just enough to seem informed in general conversation
I want to be perceived as caring about many issues, even if I don't really care
Everyone knows a little bit of a lot of things - no one has strong opinions
Everyone likes a bit of everything - no one has any strong tastes
There is no antagonism or negative rivalry between subcultures
Strongly disagree Slightly disagree Neither agree nor disagree Slightly agree Strongly agree
QG1. Please indicate how much you agree or disagree with each statement below.Base: Total sample, n=1,906
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USE FACEBOOK EVERYDAY
96%MILLENNIALS
*Source: Junkee Media / Pollinate Youth Research April 2017
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USE FACEBOOK EVERYDAY
99%GENZ
*Source: Junkee Media / Pollinate Youth Research April 2017
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53
65
7782
30
40
50
60
70
80
90
2013 2014 2015 2016 2017
I get more of my newsfrom social media thanI do newspapers, radioor TV
SOCIAL IS THE SOURCE FOR NEWS & CONTENT
I get more of my news from social media than I do from newspapers, radio or TV.
77
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QC1. In a typical month how much do you spend on the following… Base: Total sample, n=1,906
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71
68
63
70
68
63
Careeropportunities
Financial Security Health & Wellbeing
DEC '13JAN '15
B6. Do any of the following currently concern you? Base: Total sample. Wave 3 n=1194, Wave 2 n=1364.
WHAT MATTERS TO MILLENIALS
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QB16. Thinking about the next 5 years, how would you define success for yourself? What would you need to have done or achieved? Base: Total sample, n=1,906
DEFINE SUCCESS
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THE STRATEGYM 2 0 2 0
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ALWAYS ON
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FISHWHERE
THE FISHARE
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THE WHITE SPACE OPPORTUNITY
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80%Currently do not have a passion or purpose
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THE SWEET SPOT FOR WESTPAC
PASSIONS
EXPERIENCES
PURPOSE
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THE IDEAM 2 0 2 0
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[kuhsp]
noun. a point that marks the beginning of a change:
on the cusp of a new era
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10% SESSIONS 59% SESSIONS 31% SESSIONS
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INSPIRATIONAL.INTELLIGENT.
STRAIGHT SHOOTING.CURIOUS.
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1. INSPIRATIONShowcasing inspiring young Australians who have achieved great things.
2. MOTIVATIONTips and tricks on how you can get there.
3. ASPIRATIONHelping you to define and maximise your
life goals.
CONTENT STRATEGY
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XXX
XX
XXXMONEY CAREER WELLBEING
CONTENT UMBRELLA
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600 PIECES OFORIGINAL CONTENT
OVER A YEAR
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THE RESULTSM 2 0 2 0
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SPOILER:IT’S BEEN A
HUGE SUCCESS
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5 Life Lessons To Make Your 20s Suck Less
We asked 5 people what they earn & how they spend
it
Money habits you need to stop if you want to save
A simple hack to make your Mondays suck less Bank Balance Confessions: The
obsessive budgeter
How these successful businesses started as side
hustles
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Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2016 Actual2017 Actual
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Q1 Q2 Q3
New 50.57%
New 77.9%
Returning 22.1%
New 63.4%
Returning 36.6% Returning
41.5%
New 41.5%
Returning 49.43%
Q4
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Facebook Reach YTD 7.95 million
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NSW34%
VIC31%
QLD15%
WA8%
NT.27%
SA7%
TAS1%
ACT2%
*Top 2 performing Internationals are the US with 1.97% & UK with 1.2% of the traffic
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Money 43%
Wellbeing 36%
Career 17%
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Leading media title in its genre for young Australians
Tangible, take-out learnings which this group can apply instantly to their lives
Speaks directly to them and their life stages across the 18-35 years
Millennials are time-poor and want educational content explained to them in their language & tone
A topic that this group don’t traditionally feel as comfortable talking about with their friends or family
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BRAND STUDIESM 2 0 2 0
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Source : Effective measure. How cool would you rate Westpac?
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* How likely are you to choose a Westpac product?
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* How likely are you to recommend Westpac to a family friend or member?
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Increase awareness & association with the youth segment
Uplift in brand & NPS amongst The Cusp visitors
Build a pipeline of engaged and valuable customers
Shift perception of Westpac amongst the youth market
‘Always on’ strategy
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THANK YOUO N T H E C U S P