Canstar
them
Always on Social Media Campaign (Dec 2025 – May 2026)
Everyone needs that one friend who’s good with money. The one you text before switching banks or signing a lease. For millions of Australians, Canstar is that friend, with decades of rigorous research behind every comparison across home loans, credit cards, savings and insurance.
The catch? Trustworthy on paper doesn’t mean worth following on social. Canstar’s brief to Social St. was refreshingly honest: keep the authority, lose the suit. Become a financial voice Australians actually want in their feed.
we
- Repositioned content from products to genuine Aussie financial concerns: focus on ways people can save and be educated on things like rent, groceries, and energy costs.
- Applied data-led testing: cost-of-living content consistently outperformed all other topics.
- Assigned each platform a strategic role: conversation, community, acquisition and future growth.
- Developed a proven content formula: research, human story, relatable problem, practical takeaway.
- Structured paid across two streams: engagement amplification and sustained-attention campaigns.
us
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82 %
total audience growth in 6 months across Instagram, Facebook, TikTok and YouTube — ahead of industry benchmarks on every single channel.
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41
TikTok views in 6 months from a starting audience of just over 5,000 followers.
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76.3 %
increase in TikTok follower growth, proving a small owned audience has no ceiling when the format is right.
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600,000 +
views on a single vox pop asking Australians about their money.
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3 x
Facebook engagement while the category average went backwards.
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63 %
drop in cost per engagement on Facebook, even as media costs on the platform rose.
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4 channels, 6 months: every benchmark was beaten through better content and sharper targeting, not cheaper inventory.
