How Three Credit Unions Grew Applications With Smarter Digital Marketing
-
15X
UFirst monthly conversions, year over year
-
195%
University CU auto loan conversions after optimization
-
1.7M
America First CTV views at a 98% view rate
The challenge
Credit unions compete with national banks for attention while working inside strict rules. America First Credit Union wanted a bigger share of attention and more credit card applications across the competitive Southwest. UFirst Credit Union needed more applications from a tighter budget. University Credit Union had to reach the prospects most likely to convert while staying compliant with the Fair Lending Act, which rules out filters like excluding low credit scores.
The approach
America First: a top-funnel plan built on Connected TV and Display, with third-party data layered into targeting to reach intent-driven audiences. UFirst: a full-funnel program across Display, Paid Social and Paid Search, with data-driven targeting and constant tuning of messages and placements. University CU: compliant targeting that prioritized high-quality prospects, plus separate, tightly focused campaigns for consolidation loans, HELOCs, credit cards, smart checking and auto loans.
The results
America First earned 1.7 million CTV views at a 98% view rate and 80,000 display clicks in four months, and cut display CPM costs 10% after optimization. UFirst grew monthly conversions 15x year over year, with Paid Search click-through rate rising from 12% to 50% and cost per click falling more than 90%. University CU beat Paid Search click-through benchmarks by 27%, lifted auto loan conversions 195% and drove 2,000+ conversions in nine months.
Every result, by the numbers
- 1.7MAmerica First CTV views (98% view rate)
- 80KAmerica First display ad clicks in 4 months
- 10%America First reduction in display CPM after optimization
- 15XUFirst monthly conversions, year over year
- 12% to 50%UFirst Paid Search CTR, year over year
- 90%+UFirst drop in cost per click
- 10K+UFirst conversions from ads in 2023
- 27%University CU Paid Search CTR above industry benchmarks
- 195%University CU increase in auto loan conversions
- 2K+University CU conversions over 9 months
What we used
- Connected TV
- Display
- Paid Social
- Paid Search
- Third-party data targeting
- Fair Lending-compliant targeting
- Product-specific campaigns
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