Executive Summary

In a crowded banking market, a credit union sought to differentiate itself by launching a bold, Millennial-first marketing campaign for a Certificate of Deposit (CD) product. Through A/B testing, we discovered that a shocking image outperformed the headline, leading to a 30% open rate and significant growth in the first quarter of 2019.

​

Challenge

The banking industry is notorious for its conservative messaging. To stand out, we needed to create a campaign that would resonate with Millennials and Gen Z, who crave relevant, on-trend content.

​

Objective

Develop a marketing campaign that would disrupt the traditional banking industry and drive growth for the credit union's CD product.

​

Strategy

• Millennial-First Messaging: Developed a bold, vibrant campaign that incorporated new wave 80's style and colors, trending during Winter 2018-2019.

• A/B Testing: Created two email groups, A and B, to test the impact of the image and headline on open rates and user engagement.

• Data-Driven Insights: Analyzed heat maps and open rates to determine which creative elements drove user engagement.

 

Results

• Group A (Image and Headline): 30% open rate, with users clicking on the image to open the link.

• Group B (Traditional Messaging): 5% open rate, with users indicating a desire to unsubscribe

 

Impact

The campaign's success led to significant growth for the credit union's CD product in the first quarter of 2019, outpacing competitors.

​

Conclusion

By taking a bold, risk-taking approach to marketing, we demonstrated the power of disrupting traditional industry norms. The campaign's success underscores the importance of understanding your target audience and using data-driven insights to inform creative decisions.