Total 265 words used.
Valley Strong Credit Union has been a staple in the Central Valley of California for nearly 85 years. The Credit Union offers a full suite of consumer and business banking products and services for their members. Our challenge was to introduce Valley Strong Credit Union to a younger demographic, ages 18-34, located in the Central Valley. Our approach was to anchor the content within Valley Strong’s core brand pillars of community, expertise, and relatability to not only educate but entertain our audience.
We executed this by leveraging the platform in innovative ways to celebrate our community and empower this audience with financial know-how in easy and fun-to-digest content that feels local, relevant, and simply from a friend. We partnered with micro-influencers that were local to the community and experts in the banking and financial services industries to establish trust and create authentic content to strengthen brand reputation and engagement. Themes included BankTalkTok, quick Money Snacks, and Credit Unions vs. Big Banks.
Our media performance drove impressive results, generating in over 10 million total impressions with a 43% engagement rate, which is 3X above industry benchmarks. TikTok proved to be a powerful tactic not only in driving awareness but also traffic to our website. As a result of our innovative content, this initiative garnered .46% click through rate, +38% above industry average. Our campaign also achieved an outstanding watch rate of 42%. This successful performance speaks to how well the content resonated with our audiences and set up a strong foundation for content creation that is on-brand and relevant to the ever-changing trends of social media.
Nomination Title: ValleyTok
