DIGITAL MARKETING - CASE STUDY
BIG REWARDS DISGUISED IN A CREDIT CARD
STRATEGIC GOAL / COMPETITIVE FACTORS:
The goal was to attract new cardholders and encourage current cardholders to spend more using their First Financial credit card during the holidays. The target audience was all adults aged 24-45 located in the state of New Mexico, both non-cardholders and current cardholders.
STRATEGY:
The campaign focused on the credit card rewards to reach both audiences. A digital marketing strategy was used to attract a large/specific audience outside of the Credit Union.
The digital ads were designed as animated GIFs to grab the viewer's attention. Video ads were featured on FFCU's local branch TVs, social media, and distributed through AdWallet (a video advertiser that sends our video to our desired demographic). Animation was used in all ads to attract the digital user's attention. The digital ads opened up to a landing page with more details and a direct link to apply for a credit card. An email campaign was run to extend the invitation to current FFCU cardholders.
RESULTS:
The base figure of the number of accounts generated during the same time period, the previous year, was only 166 cardholders. The percentage over the base figure was 38.55% = 230 new credit card accounts, and raised the Credit Union's current credit card portfolio by 99.19%.
Won the 2019 MAC Gold Award: Digital Marketing