additional Credit Unions signed up
Competitor analysis, Strategy, Content operations.
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.