| Winner | Sharesies |
| Marketing initiative | Sharesies Summer Campaign: More Ways to Wealth |
| Marketing partners | Atlas, MBM |
| Finalists | Auckland Transport, BNZ, Engineering NZ, Farrah’s (highly commended), NZ Olympic Committee, NZME, NZSki, Spark NZ |
| Judges’ comments | “This was a standout entry in a highly contested category. Sharesies won due to the ingenuity of the creative concept and the innovation they demonstrated in the tactical mix in a challenging marketplace. This team achieved outstanding results and their campaign, the judges agree, marks the beginning of a category transformation.” |
Cross-selling challenge adds up to increased wealth
With a tight deadline and modest budget, the Sharesies in-house team transformed customers’ perceptions about its products – prompting them to sign up for more.
After starting life as an app that makes it easier for Kiwis to buy and sell shares, Sharesies has expanded into a range of other wealth solutions.
However, rapid product development paired with a minimal marketing budget meant awareness of its Save, KiwiSaver and Insurance products was low – including among Sharesies customers.
Data analysis showed those with two or more Sharesies products generated 238% more revenue per person for the business and were more likely to feel confident in their financial future.
Unfortunately, fewer than 20% of Sharesies investors knew they could do more than invest, and the average punter saw it as a beginner investing platform only.
The company needed to build a campaign that would secure cross-sell conversions and create a new category rooted in ‘wealth’ that they could own.
Who won, who they were up against and what the judges had to say.
We bring you all the details for every category in the YouTube NZ Marketing Awards 2025.
More wealth with Sharesies
With a budget of $380,000, money needed to go on reach rather than creative or production fees. And the turnaround was tight: just four working days from brief to first round creative concepts. Who could distill the insight into a campaign in market in under six weeks? Only Sharesies’ in-house team – led by one designer, one writer and supported by their marketing leads, social media exec, podcast producer and lifecycle team of two.
With a limited media budget, the ‘More ways to wealth with Sharesies’ message was shared on New Zealand’s most effective streaming channels – TVNZ+, ThreeNow, Sky Sport and Neon.
Sharesies used contextually placed out of home ads for “Wealth your way”. For example, travel-themed copy at the airport “Wealth your way to holiday time” for Save and “Wealth your way to carefree roadtripping” for Insure by the motorway – ensuring relevance and memorability.
The campaign featured a “More than Money” summer podcast series, with well-known faces including Paddy Gower and Brodie Kane. Competitions, activations and an “Annual Wealth Kick” challenge across Sharesies’ owned channels also played a part.
Not only did the campaign drive more sign-ups across all products, an extra 5,000+ Sharesies customers now have two or more products.
This story comes from NZ Marketing magazine issue 84, Sept-Nov 2025. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
Essential marketing intelligence. Don’t miss it.
