---
title: Content nuggets deliver gold for new Credit Union bank card
description: Launching CUSOP's MyCU debit card with a content-first approach that well exceeded all expectations and led to more Credit Unions signing up.
image: https://www.256content.com/hubfs/MYCU1000X1000.jpg
---
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# Content nuggets deliver gold for new Credit Union bank card
sign ups
weekly transactions
additional Credit Unions signed up
## Services provided
Competitor analysis, Strategy, Content operations.
## The challenge
As CUSOP planned the launch of their MyCU card, they engaged 256 to lead a content-first approach that generates new sign-ups in a market where less than 1% move banks every year.
## What we did
The strategy was to prove consumer love and generate unique shareable and snackable 'content nuggets’ through a national research survey, which gave us both nationwide and regional data, using the 256 COPE on a ROPE methodology. Create once and publish everywhere on rented, owned paid and earned media.
The results would fuel a content-centric campaign across OOH, video, radio, programmatic, print, PR, organic and paid social media for a pilot group of 16 credit unions.
The initial aim of securing 2,000 debit card sign ups, a stretch goal - was blown out of the water early on. As the campaign ended, MyCU acquired 4,000 new debit card customers – double the target and quite a feat in a country where people rarely change banks. Not only was it a statistical victory, but a cultural one too.
The entire launch was driven by content, demonstrating that a content agency CAN be the lead agency, and when they are, the ROI can outperform a more traditional ad agency ‘broadcast’ approach.
## How it looks
## Case Studies
[](https://www.256content.com/case-studies/accessible-and-inclusive-tourism)
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[](https://www.256content.com/case-studies/addressing-irelands-gender-pension-gap)
[](https://www.256content.com/case-studies/keelings-rewilding-ireland)
[](https://www.256content.com/case-studies/intfluencers-irish-life)
[](https://www.256content.com/case-studies/fyffes-great-banana-bread-bake-off)
[](https://www.256content.com/case-studies/tourism-tone-of-voice)
[](https://www.256content.com/case-studies/irish-life-pension-portal)
[](https://www.256content.com/case-studies/fyffes-bananas-superfood)
[](https://www.256content.com/case-studies/vizor-by-regnology-content-strategy)
## [See more case studies](https://www.256content.com/case-studies)
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