Washington State Employees Credit Union Problem 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. B2C Video Production, Paid Social, Display and Native Solution 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. 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 on Digital
 Podcasts Display Retartgeting
 Display, Native and
Retargeting Cable TV Stylized logo featuring the letters "SE" in bold, modern typography, designed for branding and marketing purposes. Black silhouette of a cat sitting gracefully with its tail curled around its body, showcasing a minimalist design suitable for pet-related content. Image of a computer monitor and smartphone displaying financial advice content for new job seekers, focusing on topics like student loans and first car purchases, featuring a dollar sign and question mark for engagement. TikTok logo featuring a stylized musical note and vibrant colors, representing the popular social media platform for short-form videos and creative content sharing. Text on a smartphone screen displaying a colorful background with the question "Does everyone in the universe invest?" along with hashtags related to finance and credit. Sponsored post by WSECU on a mobile device, highlighting the importance of understanding paycheck deductions. The image features a dollar sign graphic with the text "Employers withhold money from your paycheck. Here’s why:" and a call-to-action button labeled "LEARN MORE." Smartphone screen displaying a TikTok video from WSECU Credit Union with the text "Here we grow." The video encourages viewers to seek answers at wsecuw.org. The interface includes engagement metrics like likes and comments, along with promotional music. Mobile advertisement for WISECU Credit Union featuring a turquoise background with text promoting financial guidance without judgment. The design includes a dollar sign, a question mark, and a call-to-action button labeled "Learn more." Colorful advertisement for WISECU Credit Union featuring a dollar sign and pie chart. The text poses a question about paycheck deductions, encouraging viewers to learn more about financial management. Mobile phone displaying a graphic about paycheck withholding, featuring a dollar symbol and text explaining why employers withhold money from employees' paychecks. Call to action to learn more. Graphic on a smartphone displaying the text "Who took a chunk of my paycheck?" on a bright turquoise background, designed to engage viewers about financial concerns. Social media advertisement for a checking account service, featuring text on the importance of having a checking account and its benefits for managing deposits and bill payments. Includes a call-to-action button to learn more. Mobile phone displaying a vibrant teal background with the text "Checking account" prominently featured, promoting banking services. The screen includes a "Learn More" button for user engagement. Mobile phone displaying a financial advertisement with a piggy bank, credit card, and the text "To have? Or not to have?" on a vibrant teal background, promoting WSECU services. Smartphone displaying a vibrant teal gradient background, showcasing modern mobile design and user interface potential. Social media advertisement for WSECU highlighting questions about paycheck deductions. The image features a bold question, "Who took a chunk of my paycheck? And why?" with a graphic of a dollar sign and pie chart elements. The ad encourages users to seek answers at wsecu.org, promoting financial education and support from the credit union. Image of a smartphone displaying a financial-themed graphic with a piggy bank and dollar bills. The text poses the question "To have? Or not to have?" highlighting themes of savings and financial planning. The background features a vibrant design, promoting financial wellness and smart money management. Mobile phone displaying a graphic with text questioning paycheck deductions, emphasizing financial awareness and inquiry about earnings. Image of a smartphone displaying the text "Why do I need a checking account?" against a bright turquoise background, emphasizing the importance of having a checking account for managing finances. EBC logo in white against a black background, representing the brand's identity and professionalism. Stylized text of the word "Tag" in a modern, cursive font on a plain white background. Image of a smartphone displaying an article titled "Why Are People Taking Horse Medication for COVID-19 Infections?" from Shape magazine, discussing the ineffectiveness and potential dangers of using ivermectin for COVID-19 treatment. The screen also shows an advertisement for checking accounts and a trending section highlighting recent news. Snapchat logo featuring a playful ghost design with the word "Snapchat" in bold white letters, set against a black background. Mobile advertisement for WSECU Credit Union promoting checking accounts, featuring a colorful design with text asking "To have? Or not to have?" and a call-to-action button labeled "Learn more." YouTube video preview displaying an ad titled "Who took a chunk of my paycheck?" featuring a colorful background and pie chart graphics, promoting WSECU services. YouTube video thumbnail featuring the text "Does everyone in the universe invest except me?" on a teal background with colorful dots, showcasing investment themes. Colorful digital display featuring a stylized map of Washington State with the phrase "Here we grow" prominently displayed, emphasizing growth and progress in a vibrant design. Laptop displaying an online article about Walgreens raising its minimum hourly wage to $18 for all staff starting in October, with a sidebar advertisement. Healthy grocery items displayed in a bowl, including avocado, sweet potatoes, chickpeas, and leafy greens, highlighting nutritious carbohydrate options for a balanced diet. Laptop displaying a search engine results page featuring news articles, videos, and images related to popular topics and current events. Image of a blank white background, suitable for use in design projects or as a placeholder for text and graphics.

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Graphic featuring a stylized map of Washington State with a turquoise background, accompanied by the text "Here we grow" and the WSECU logo, symbolizing growth and community engagement.

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