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FLORIDA CREDIT UNION

DRIVING NEW MEMBERS THROUGH DIGITAL OUTREACH CAMPAIGN FOR LENDING PRODUCTS

Industry: Financial Services,

IDEAS.

With objectives to drive Home Equity Lines of Credit (HELOCs) for Florida Credit Union (FCU), while simultaneously growing membership, our team at evok advertising deployed a series of digital outreach campaigns promoting the institution’s home equity lending services. We targeted new-to-the-area residents and home equity prospects—homeowners of at least 3 years who have shown an interest in home improvement and upgrades—in areas surrounding FCU branch locations. In addition to building the audience and serving optimized digital ads, our agency also implemented targeted email and social campaigns to the same audience to build a true multiple touchpoint engagement.

WORK.

As campaigns launched during the COVID-19 pandemic, our team ensured messaging appropriately reflected what our member prospects may be experiencing. With consumers spending more time at home, making their space as comfortable and functional as possible became a priority for many. Our campaigns aligned with this consumer mindset and behavior by educating those in the position to tap into their home’s equity that now would be an opportune time to tackle those home renovations while ultimately increasing the value of their home during uncertain times.

For this membership-driving campaign, tactics included:

• Programmatic banner ads to pre-determined audience count
• Facebook ads targeting pre-determined audience count
• E-blasts to reach those who engaged with previous ads
• Mobile conquest campaign focusing on radius around competitors
• Mobile app targeting focusing on competitor apps and other relevant home and financial apps

RESULTS.

44% + goal

for new HELOCs

93% + goal

for new checking accounts

125% + goal

for new members

33% under budget

Cost Per Acquisition

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