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