CA Awareness Campaign Hits 105,000 Web ‘Sessions’ and More

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Marketing image for the Open Your Eyes awareness campaign

Targeted consumer-messaging impressions from credit unions’ “Open Your Eyes” Awareness Initiative in California continued growing as of Nov. 30, 2019, according to the latest data compiled by the Credit Union National Association (CUNA).

The campaign — which directs consumers to — is spearheaded by CUNA with assistance from the California Credit Union League and a steering committee of local credit union senior marketing executives across the state.

In California (as of Nov. 30, 2019):

  • More than 105,000 consumer/viewer web “sessions” (extended website visits) were recorded from Oct. 17 – Nov. 30, 2019 — as well as 223,000 individual pageviews.

  • The top 10 city/metropolitan areas in consecutive order (out of 42 regions) with respect to those web “sessions” were: Los Angeles; Irvine; Ontario; San Diego; Riverside; Santa Ana; San Bernardino; Hemet; Long Beach; and Rancho Cucamonga.

  • Of those web “sessions”, about 2.12 pages were seen per session, with an average time of 31 seconds on each page.

  • More than 31.8 million advertising “impressions” have been recorded, as well as 13.1 million completed video views. Additionally, 1.5 million “eyes were opened” on social media and 4 million “eyes were opened” on YouTube videos.

As California credit unions look to 2020, this regional test phase continues informing the campaign regarding its next steps across the entire state within the coming months. The goal is to raise consumers’ consideration of credit unions.

CA Findings: The First Few Months
Initial campaign research has found that top-of-mind consideration for credit unions in California is low among consumers, similar to national data. Less than 2-in-10 Californians say they would consider a credit union for a loan or checking and savings account.

Going forward, consumer engagement though the campaign’s digital advertisements will closely be monitored into early 2020. Two audiences have emerged in this initial first phase: "unsettled beginners" who are ages 25 – 34; and "future thinkers" who are ages 35 - 54 (many of whom are parents).

In California, 42 credit unions have already contributed nearly $2.9 million for the first year of the campaign (2019); and 40 credit unions are on board with $2.7 million for 2020, so far. All funds are strategically allocated into digital advertising channels within these contributors’ local footprint. (Nationally, more than 750 credit unions and industry affiliates/organizations had pledged nearly $46.5 million for 2019.)

So far, credit unions in 19 states are participating in the campaign, with the goal of reducing the perception that consumers cannot join, putting credit unions at the forefront of their consideration, and creating opportunities to grow membership.

At least six more states are approaching campaign-launch “readiness” phase sometime in the first half of 2020. The goal is to have credit unions and local campaigns in 35 states engaged and launched by year-end 2020.

Learn More About ‘Open Your Eyes’
You can visit CUNA’s Awareness Initiative webpage to learn about the research behind the campaign, track early results, and read contributor testimonials. 2020 will be a pivotal year in the industry’s efforts to raise the awareness of more local California consumers about how credit unions are different.

Once again, the League would like to thank all contributor credit unions for their support as the industry looks forward to opening consumers’ eyes across California in the coming months.

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