The co-winner of the Best Specialty Campaign category in PR Daily’s 2013 Digital PR Awards is IC Federal Credit Union
in Fitchburg, Mass.
ICFCU wanted to spark buzz and enthusiasm for its products with Generation Y consumers, but it didn’t want direct mail: the usual, safe, conventional brochure-and-letter package. It wanted new, different, offbeat.
The credit union turned to James and Matthew and Company
, a Generation Y Internet and social media firm with, shall we say, decidedly unconventional ideas about how to sell personal financial advice to Gen Y’ers.
Research showed that “90 percent of Gen Y check their email, texts, and social media accounts on their smartphones before they get out of bed.” So Gen Y’ers are sophisticated consumers.
Research done by James and Matthew Digital Services showed ICFCU that these same “sophisticated” Gen Y’ers knew little or nothing about these personal finance topics:
- Credit unions vs. big banks
- Life insurance
- Owning one’s home vs. renting or leasing
- Credit cards
This was ICFCU’s opportunity. The credit union commissioned James and Matthew Digital Services to produce six humorous animated videos on these half-dozen personal money subjects, videos that would engage Gen Y especially, but appeal to all ages.
The result: fun, informative, short, story-based videos with titles like “Credit Unions vs. Big Banks
,” “Zombie Life Insurance
,” “The S [savings] Word
,” “Budgeting in B Minor
,” “The Tale of The Landlord and Broker
,” and “Credit Card Murphy—Behind the Plastic
Team members posted the videos on ICFCU’s website, and on YouTube, Twitter, and the company’s Facebook and LinkedIn pages. They brought the videos to smartphone users with QR codes. They promoted the videos in-house at ICFCU with digital signage, and promoted them to ICFCU members by email.
The videos got big numbers—that is, every video except “Zombie Life Insurance” (not even the undead can lift the curse of life insurance). “Credit Card Murphy” went viral, getting the second-highest hits (368,000) ever for a credit union’s video nationwide.
The video campaign ran from Feb. 27, 2012, to April 1, 2013. IC Federal Credit Union got the Gen Y results it had aimed for:
- A 26 percent increase in new Gen Y accounts compared to 2011-2012
- Of new 2012-2013 accounts, an increase of 51 percent in new Gen Y members over 2011-2012
- A 12 percent increase in share deposits and a 68 percent increase in loans for Gen Y over 2011-2012
- 2,099 new accounts opened by 1,008 new and existing Gen Y members (1,623 new deposits, 476 new loans)
Congratulations to Monica Turner, Internet and social media specialist, and Pati Maguy, marketing specialist, both of James and Matthew and Company, for their work on this lighthearted, innovative, dead-on-target digital campaign.
Check out their YouTube channel with all the videos here.
Find out about Ragan and PR Daily’s award programs here.