Washington State Employees Credit UnionProblemWSECU—Washington State Employees Credit Union—had an aging membership base and wished to increase membership of their youngest age group (18–24) in three counties in Washington State.B2C Video Production, Paid Social, Display and NativeSolutionHydrogen developed a multi-channel, awareness-driven media plan and playful, relevant creative to educate this elusive younger audience. The campaign “Answers, Not Judgment” reached our target audience through social media platforms such as TikTok and Snapchat, streaming OTT video commercials, and a comprehensive, multi-dimensional behavioral banner ad campaign. These channels were supported by media such as paid search and retargeting that drove website form fills and new membership applications. The campaign positioned WSECU as a judgment-free zone for answers on relevant financial topics for those just beginning their financially independent, adult life: e.g., credit cards, checking accounts, cryptocurrency and investing.Results□ Over 33 million impressions and 85,000 clicks to WSECU website in 4 months □ Over 7,000 actions directly attributable to advertising □ 27% increase in membership of elusive age group
33 million impressions 35,000 clicks 7,000 actions taken 27% increase in membership Sound onDigital PodcastsDisplayRetartgeting Display, Native and
RetargetingCable TV
