Disruptive start-up, Athena, captures market share with bold media strategies and innovative creativity
AUG 2019 - LAUNCHED RADIO & HIT CPA AND NEW CUSTOMER ACQUISITION TARGETS
MAY 2020 - SCALED RADIO NATIONALLY & LAUNCHED TV, EXCEEDING CPA & NEW CUSTOMER ACQUISITION TARGETS
JAN 2022 - SURPASSED $2.8B IN SETTLED LOANS & COMPLETED A $90M CAPITAL RAISE
The Challenge
Home loan industry disruptor Athena Home Loans launched in February 2019 on a mission to change home loans for good and help Aussies pay down their home loans faster.
They invested heavily in advertising from the outset, looking to acquire customers from the big banks. The team felt their launch campaigns could work harder, so UNDIVIDED was brought in to analyse Athena's historical offline media performance and develop a new strategy that would meet the business growth targets.
UNDIVIDED are one of the best media agencies I have ever worked with. They have amazing analytical rigour and use sophisticated methods of attribution to help their clients measure their return on investment.
They combine this with an ability to drive a test and learn strategy with creative and are great at managing the creative process with their partner agencies.
UNDIVIDED have changed the game for buying radio and TV media and their fantastic team make my job so much easier, and more enjoyable.
How We Did It
We conducted in-depth analysis of competitor activities and identified peak consumer demand periods by day/time, enabling Athena to capitalise on unique market advantages within specific mediums.
Based on competitor insights and market demand peaks, we crafted a robust plan to dominate ‘moments’ where consumer interest spiked 500%+. This approach differentiated Athena from other financial institutions across all key mediums, more importantly, it integrated a dynamic creative strategy which was live within 15 minutes of market movements, which was a category first.
We integrated UNDIVIDED's mediaPULSE, a proprietary TV & Radio attribution platform. This provided Athena with comprehensive insights into the impact of TV and radio on lead generation and sales, facilitating optimised performance strategies including creative response rates.
Implemented a rigorous test and learn framework allocating a set percentage of the monthly budget to media and creative tests. Successful tests became new controls, continuously refining performance strategies and generating valuable insights for future planning.
Delivered weekly performance insights and daily optimisations, supported by monthly deep-dive analyses. This iterative process informed adjustments to media mix and tactical optimisations across channels, enhancing overall performance and efficiency.
Through strategic competitor analysis, innovative media planning, advanced attribution technology, rigorous testing methodologies, and detailed reporting, UNDIVIDED successfully transformed Athena Home Loans' marketing approach. The collaborative effort not only achieved ambitious customer acquisition targets but also positioned Athena as a leader in the competitive financial services landscape.
case studies
.png?width=283&height=60&name=Athena%20(1).png)
.png?width=235&height=50&name=image%2023%20(2).png)
