WASHINGTON—CUNA’s Open Your Eyes to a Credit Union awareness initiative has now officially expanded into Kansas and Missouri, both of which are served by the Heartland Credit Union Association.
The two states join North Dakota, South Dakota, Indiana, Minnesota, North Carolina, South Carolina and Michigan in running the campaign, which CUNA said has now reached 100 million impressions online, with nearly 10 million people having watched the video.
Designed to raise consumer consideration of credit unions, the digital-first, category-level campaign takes on industry myths, targeting Millennials and parents aged 25-54 who are not credit union members, CUNA said.
“We’re thrilled to more than double the number of states running Open Your Eyes to a Credit Union. Heartland Credit Union Association and all the Kansas and Missouri credit unions that have contributed to this campaign are helping to strengthen our movement through this important initiative,” said Jim Nussle, CUNA president and CEO.
Resources Available
Campaign resources include YourMoneyFurther.com and its Facebook, Twitter and Instagram page, as well as other advertising directly in the states that have launched.
“We are proud to participate in this campaign,” said Brad Douglas, president/CEO of Heartland Credit Union Association. “What Open Your Eyes to a Credit Union is aiming to achieve can benefit our entire industry and it is going to take all of us joining together to make this campaign successful.”
Through testing and continual evaluation of audience engagement in-market, CUNA said it will refine content across channels to ensure the campaign drives action.
Integrated Approach
“The integrated approach to media, content and data analytics uses metrics at every point to ensure continuous testing, learning and refining of the content, media strategy and resources to optimize the return on investment,” CUNA said.
Additional states are expected to announce their rollout of Open Your Eyes to a Credit Union in the months ahead, according to the trade group.