2
  • SERVUS CREDIT UNION

  • Financial Services
    Awareness Campaign

  • Financial Services
  • Digital, Social

BACKGROUND

Distinguished by distributing $50 million in profit sharing annually, Servus, Alberta’s largest credit union, is a member-owned, community-based financial institution with roots dating back to 1938.

CHALLENGE

Working towards our long-term goal of growing Servus youth membership and wallet share, advertise a new mortgage offer to 26- to 35-year-olds in a competitive spring market dominated (as always) by the big 5 bank marketing machines.
Servus Millennial - The Life Stage Mortgage - Website Servus Millennial - Facebook Video

APPROACH & SOLUTION

A limited media budget meant a targeted campaign. Given the audience, that meant social media, so we developed pre-roll emoji videos to address five distinct millennial life stages with a highly valued cash incentive, a great rate and member profit sharing. All in all, a compelling combo for an audience balancing day-to-day life while acquiring life experiences.

RESULTS

Using only Facebook video ad units and boosted posts, while layering in display ad retargeting to improve efficiency, we enticed 218,000 albertans to engage with our message, equating to 3¢ per view. Very efficient indeed.