Campus Federal Credit Union – Millennial Campaign
In 2018, Campus Federal conducted primary research to evaluate existing and desired brand perception. The research demonstrated that CF’s biggest challenge is lack of awareness. Furthermore, the research indicated that there is still a misunderstanding among a younger generation on the differences between a traditional bank and a credit union. One opportunity that became apparent is the perception that Credit Unions do a better job of offering personal, customized financial advice.
Develop an energized brand look and unique selling proposition to appeal to a young millennial audience and increase millennial member checking accounts.
It’s not just about checking boxes. Millennials do their research. They take the time to find what works. Just as they find their favorite neighborhood bistro or trusted mechanic, it makes sense to have a place where they feel comfortable and confident about their finances. Banking should feel empowering, not intimidating. We knew we had to reiterate that Campus Federal provided a values-driven experience, mixing insightful advice with the convenience of technology to help young professionals achieve their personal goals.
Zehnder deployed a multi-touch media campaign, including digital out-of-home, programmatic display, paid social and paid search. The campaign was structured to target consumers in Campus Federal markets, providing awareness and frequency to push and pull consumers down the funnel.
During the 3-month flight, Zehnder’s media campaign drove over 15,000 users with 20,000+ sessions averaging 30 seconds and 1.28 pagers per session. This resulted in an increase of 55% for new members ages 25-36.