SWAP Q2 Update

DakCU’s refreshed SWAP campaign has already reached over 2 million people across the Dakotas!

By Lindsey Hefta, DakCU VP of Marketing and Communications

This year’s refreshed SWAP campaign is off to an exciting start, and we’re thrilled to share a few highlights through Q2. Across North and South Dakota, the campaign has already reached over 2 million people, a strong sign that our efforts to connect with the communities we serve are paying off.

As you may recall, over the summer, we transitioned the campaign entirely in-house, stepping away from MCUL’s Try A Credit Union initiative. While this slowed our kickoff slightly, it also gave us full control to tailor the campaign more closely to Dakota audiences. The result is a SWAP experience that’s authentically local, featuring real people from our credit unions, messaging that reflects our shared values, and a theme designed to resonate across generations: “Your Money. Your Values. Your Credit Union.”

Our focus this year remains on Gen Z, Millennials, and underbanked audiences, those who may not yet realize that credit unions are an option for them. By meeting people where they live, work, and spend time, we’re ensuring that SWAP speaks directly to the communities that need it most.

Q2 Highlights

• 2 million impressions across North and South Dakota since May
• Media channels include GSTV, digital newspaper and display, pre-roll streaming ads, CTV/OTT, and newly-added streaming audio ads
• Added digital-out-of-home placements at gyms, colleges and universities, recreational venues, and audio streaming platforms

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While impressions are slightly lower than last year, primarily due to skipping billboard placements over the summer, we are scheduled to bring billboards back in late spring, which should significantly boost visibility.

As we look to maximize our remaining budget, I’d love your input. Whether it’s reinforcing the channels we’re already using or testing new placements, your feedback is invaluable to making sure SWAP continues to reach the right audiences in the right places, helping more people discover the benefits of credit union membership and reinforcing the values that make our Dakota credit unions so special.

If you have questions about the creative assets or feedback on remaining placement for 2025-2026, please reach out to me directly.
 
Thank you all for your ongoing support and collaboration in growing credit union awareness across the Dakotas!

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