WSECU—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.
Hydrogen 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.
B2C Video Production, Paid Social, Display and Native
Over 33 million impressions to our target market and 85,000 clicks to the WSECU website in just four months. Although this was an awareness campaign, the bonus was over 7,000 actions taken on the website that could be directly attributable to our advertising. And the icing on the cake was a 27% increase in membership of this elusive age group.
Increase in membership