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Disruptive Start-Up Captures Market Share with Bold Media Strategies and Innovative Creativity

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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.

Results

  • August 2019: Successfully launched Performance Radio, meeting both CPA & NEW customer acquisition targets.

  • May 2020: Scaled Radio Nationally and launched Performance TV, exceeding both CPA & NEW customer acquisition targets.

  • February 2021: Expanded Performance TV & Radio, introduced Advertorial & brand media, exceeding both new customer acquisition targets.

  • January 2022: Surpassed $2.8 billion in settled loans and completed a $90 million capital raise, marking Australia's largest capital raise at the time.

How We Did It

Competitor Insights & Market Demand Mapping We conducted in-depth analysis of competitor activities and identified peak consumer demand periods by day/time, enabling Athena to capitalize on unique market advantages within specific mediums.

Media Planning - 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.  

Attribution - Technology We integrated DRM'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 optimized performance strategies including creative response rates.

Test & Learn Methodology - 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.

Reporting - Delivered weekly performance insights and daily optimizations, supported by monthly deep-dive analyses. This iterative process informed adjustments to media mix and tactical optimizations across channels, enhancing overall performance and efficiency

Conclusion

Through strategic competitor analysis, innovative media planning, advanced attribution technology, rigorous testing methodologies, and detailed reporting, DRM 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.

 

“UNDIVIDED are one of the best media agencies I have ever worked with. They have amazing analytical rigor 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.”

— Tom Franklin, Head of Growth Marketing

 

OUR CLIENTS

We are the strategic partner for ambitious brands. Whether they’re disrupting the industry or leading it, we’re here to fuel they’re growth and achieve extraordinary growth.

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case studies

We drive memorable, meaningful, and measurable outcomes for our clients. Here’s what they have to say.

Optimising Media & Doubling Revenue for OnDeck

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Revitalizing Donor Acquisition for The Fred Hollows Foundation

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Accelerating Global Expansion for the Largest Gym Franchise

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Can I get unparalleled performance and growth

Great question!

Here are the questions we know you’ll be asking.

What is a full service media agency?

Finding the ideal media agency in Australia's competitive market can be daunting. The key? Focus on their questions, not just their answers. Beyond expertise, the right agency is genuinely curious about your brand, digging deep to understand your challenges and aspirations. They become your partner, celebrating wins and navigating setbacks together.

At Undivided, we only take on 6-8 new projects each year and typically have a waitlist. During our discovery phase, ensuring that we identify the constraint of what is holding a brand back from performance is critical, then also identifying if our teams will work seamlessly in partnership. Some agencies play the volume game and are desperate for more clients, we limit our client numbers to ensure we can go deep and deliver in full. 

We're ready to collaborate and achieve remarkable results. Connect with us today!

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Do we use AI? How do we use it?

We’ve integrated Machine learning and AI since 2021. It’s become a powerful platform unlocking growth and the driving force behind our data-driven approach, allowing us to:

  • Target with precision: Pinpoint your ideal customers with laser-sharp accuracy.
  • Create captivating content: Generate fresh ideas, optimize ad copy, and personalize experiences at scale.
  • Automate intelligently: Streamline tasks, freeing our team to focus on strategy and innovation.
  • Optimize in real-time: Monitor campaign performance 24/7 and adjust for maximum impact.

The result? Marketing that's faster, smarter and more effective.

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Does your agency guarantee results?

We offer a program that is designed to deliver a 20% media ROI boost within 20 days, or you pay nothing. That's our guarantee for brands that align with our expertise. We also structure pay-on-performance options to ensure we are undivided in our pursuit of success. Schedule a consultation to discuss your goals and explore the best approach for your business.

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When can I expect to see results?

As a leading digital marketing agency, we're eager to deliver results FAST. But like building a skyscraper, strong foundations are crucial for long-term online success. Timeframes vary based on your goals, industry, and current online presence.

  • Short-Term Wins (10-30 Days): Increased website traffic, engagement, and lead generation.
  • Mid-Term Growth (1-3 Months): Boosted brand awareness, qualified leads, and improved KPIs.
  • Long-Term Success (3+ Months): Sustainable growth, dominant online presence, and strong ROI.


We provide transparent reporting and data-driven insights every step of the way. Let's discuss your goals and craft a custom strategy for lasting success!

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How much does your digital marketing cost?

We understand digital marketing is an investment. That's why we offer tailored pricing, depending on the scope of work and the objectives we need to deliver.

No Hidden Fees, Just Results!

Forget generic packages. We delve deep into your business, understanding challenges and opportunities to build a custom strategy that maximizes your ROI.

Pricing Factors:

  • Services: Choose from our comprehensive suite, including SEO, PPC, social media, and more.
  • Campaign Complexity: Tailored to your target audience, goals, and industry competition.
  • Results & Timeline: Realistic expectations with ongoing optimization for maximum impact.

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How do I choose the best digital marketing agency?

The Australian digital marketing scene is overflowing with choices. But here's the secret: the ideal agency isn't just about their answers, but their questions. Beyond expertise, they should be genuinely curious about your brand, challenges, and goals.

They become an extension of your team, celebrating wins and navigating challenges together. Even better, is when an agency partners on delivering performance outcomes or guarantees them. 

At UNDIVIDED, we've cracked the code. We ask the right questions, listen deeply, and strategize collaboratively. Your success is our obsession.

Ready to find your perfect partner? Get in touch today.

Why is UNDIVIDED the best integrated marketing agency in Australia?

Australia's only Neuroscience-Powered Digital Marketing Agency

We're not just another agency. Undivided blends cutting-edge neuroscience with deep digital marketing expertise to deliver results others can only dream about.

  • Data-Driven Strategies: We use AI and research to craft creative, effective campaigns.
  • Full-Service Offering: From SEO and PPC to social media and content, we've got you covered.
  • Proven Track Record: Our portfolio showcases success across diverse industries.
  • Client-Centric: We prioritize collaboration and transparency, putting your vision first.

We're passionate about your success. Partner with us and experience the Undivided difference.

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STILL UNSURE? SEE HOW UNDIVIDED ATTENTION IS TRANSFORMING MEDIA PLANNING & BUYING IN 30 MINUTES.

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