“Open Your Eyes” Awareness Campaign Update

Credit union professionals from across the Dakotas joined our virtual event to get the latest information about this important initiative.  A recorded version is available now! 

Last week, CUNA and DakCU hosted our Q1 “Open Your Eyes” awareness campaign webinar to provide an update on campaign performance here in the Dakotas and nationwide.  We’ve been working with the credit union awareness team to keep the Open Your Eyes to a Credit Union® campaign going strong in the Dakotas, and we truly appreciate our Dakotas contributors’ support.  Here is what we learned.

• Consumer Engagement is above campaign expectations, and from inception has reached 2.91 billion impressions, with 7.19 million website sessions initiated and 999 million videos fully played. 

 

• Q1 National Impact Metrics are also exceeding expectations with more than 472 million impressions nationally; more than 1.9 million link clicks; and video views exceed 54 million.

 

• During Q1 in the Dakotas, there were nearly 7.9 million impressions, nearly 25,000 link clicks, and over 900,000 video views. 

 
To further enhance the awareness initiative, CUNA has recently started using Google Display Network which allows them to set where or when and ad is shown based on features of the ideal audience, such as their personal interests, age, or gender.  (Key words which might generate a “Open Your Eyes” ad to appear include credit+union+benefits or possibly difference+between+bank+and+credit+unions.)
 
One group that is currently being targeted is Millennials, and messaging themes include how credit unions deliver a more personalized experience, that credit unions are more than just a place to put their money, and switching is easy and can be done in small steps.  If you have explored the social media graphics available, you will see the latest memes are supporting those trends. (Examples below.)  

​In case you were wondering, the top performing creative in the Dakotas has been, “Is your money working for someone else?” (shown below) and the top segmented audience in the Dakotas determined by video view rates are “Unsettled Beginners” – made up of young adults age 25-34 who also recently engaged/married or recently moved.  

​Additionally, did you know that contributing credit unions can customize their listing on the “Your Money Further” site by using the YMF Self-Service feature?  You can determine which landing page you want prospective members to see first when they find your credit union using the search function on Your Money Further! Contact epatterson@cuna.coop for assistance.  

​Finally, be sure to take advantage of the incredible materials available on CUNA’s Contributor HQ using your CUNA user ID and password to log in.  Here you can access messaging guides, download social media kits, build your own creative assets, get customizable videos, watch tutorials, and more.
 
If you missed the session or would like to review once again, here is a link to the recorded version: Dakotas Q1 CU Awareness Campaign Update.  Use Passcode: &j5gwiic.