Demystifying
Credit Unions
Campaign Strategy l Campaign Creative | Media Planning
Credit union members tend to “love” their credit unions and express high levels of loyalty and satisfaction. But most people don’t get what a Credit Union even is – a bank? Do they do mobile check deposits? Can I transact online? Is it like a bank or something different? Those insights led us to take a fun, educational approach themed “It’s a Credit Union Thing.” The campaign conversationally articulates the benefits of credit unions to members and their communities. From a marketing model standpoint, this storytelling platform was funded by MnCUN and participating credit unions across the state, with the intent of lifting all boats in the category through a bigger collective educational effort.
3x Searches for Credit Unions
Searches for “Credit Unions” in Minnesota increased more than threefold while the campaign was live, signaling a rise in interest and intent
+52% Positive Sentiment
Respondents in a post-campaign survey were 52% more positive toward credit unions after viewing the ads, and 44% were more likely to consider joining one
+24% Impressions Above Target
Smart media buying led to exceeding impression goals by 24%
