We’re raising the youth…on checking account openings
*Digiday Award winner
MIDFLORIDA Credit Union, and all banks really, is on the struggle bus with account openings. We found that not a lot of high school or college students have checking accounts. Nor does anyone really advertise or talk to them about financing. That’s where we come in. We met them where they are — right on there phones with a targeted campaign made just for them. It’s a no-brainer. And the best part? It’s working.
Results:
The campaign launched in April of 2024. Within a month, online account opening had tracked higher than previous months, specifically 30% MoM. Through October the campaign had resulted in 5,550 new account openings.
From a media perspective, in the first month of the campaign, impressions were up 19% and CTR was up 22%. The campaign reached 3.1 million young Floridians on YouTube alone. And one of our TikTok executions reached over 100K video views, with 900 likes and 52 saves.
Some sweet, sweet swag that we designed and they actually made. I can have that water bottle, tho?
Black Friday at MIDFLORIDA
MIDFLORIDA came to us wanting ideas on how to promote their new offer — get $400 when opening a new Free Checking account during Black Friday — efficiently and effectively. This is what we came up with. It crushed. And No one even had to stand in line.
No Bull
How do you make a small, Floridian bank like MIDFLORIDA Credit Union stand out? By pitting it against big banks and showing everyone what big banks really are — nothin’ but bull.
This insight fell out of the fact that youths on TikTok and Instagram are leery of big banks.
Made some radio to match. They’re pretty fun.
Your life. Your money. Your credit union.
St. John started the “Your Life. Your Money. Your Credit Union.” campaign. My partner and I continued it with more stories, highlighting different offerings.