Case Study
OBJECTIVES
Our credit union client's goals were to build awareness, new memberships, and applications for their product offerings. Using a multi-channel advertising and sponsorship strategy, the campaigns focused on their main market and a newer region.
OPPORTUNITY
Key messaging priorities included growing Deposits (Certificate and Checking), HELOC's and Mortgages.
A new website launch created opportunities for first-party audience targeting and conversion-based optimizations. Layering first-party data with external platforms helped uncover areas of opportunity for priority audiences with high concentration but lower membership levels.
This multi-channel media strategy integrated broadcast and cable TV, radio/streaming audio, print for hyperlocal reach, OOH, digital, sponsorships, and paid search and social.
Brand awareness was measured by brand lift and survey studies, with conversions measured by applications and the value of the product.
Outcomes
Awareness
- First 6 months new region advertising - Brand Awareness lifted 29%
- Main market awareness lift increased 7% YoY
- Checking, Home Equity, Savings and Credit Card brand lift increased up to 16% YoY.
- Overall brand lift from within 3 years increased 16% with an increase of 52% in the new region YoY.
New AI Media Buying Partner Platform - improved conversion performance for multiple lines of business.
- 17% improvement in new membership applications
- 78% improvement in home equity applications
- Programmatic impressions increased 444% YoY
Multi-Channel Conversion Lift
- 143% Lift in new member applications with Programmatic run before search ad
- 330% lift in applications for checking and HELOC when exposed to 2+ programmatic channels
- Home Equity 13x higher conversion rate with display + video exposure
OPTIMIZATIONS
- Multiple channels lift conversion and show which channels drive the greatest impact to inform channel mix for each product.
- First-party data and retargeting efforts should be maximized as they are the top-converting targeting tactics.
- 4x lift in search app conversions when exposed to OTT
- $800k in added value
This award-winning campaign was recognized as a finalist by:
AdExchanger - Best Overall Programmatic Campaign and Best Programmatic Consulting Firm
Festival of Media N. America - Best Campaign by an Independent Agency
-
Checking
444%
impression increase + 22% drop in CPA
-
First-Party Data Audiences (Highest Converters)
34%
-
Home Equity
211%
Paid Social YoY impressions + 40% reduction in CPC
-
2,000%
Increase in application starts with programmatic
76% lower CPA
-
157%
Increase in Paid Search link clicks
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