CU Awareness Campaign in California Reaches New Heights

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Targeted consumer-messaging impressions from credit unions’ “Open Your Eyes” Awareness Initiative in California continued growing as of Dec. 31, 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 Dec. 31, 2019 (newer data will be released in late February):

  • More than 145,000 consumer/viewer web “sessions” (extended website visits) were recorded from Oct. 17 – Dec. 31, 2019 — as well as 306,000 individual pageviews.
  • The top 20 city/metropolitan areas in consecutive order (out of 489 individual city geographies targeted) with respect to those web “sessions” were: Los Angeles; Irvine; San Diego; Ontario; Riverside; Santa Ana; San Bernardino; Long Beach; Anaheim; Rancho Cucamonga; Hemet; Oxnard; San Francisco; Fontana; Moreno Valley; Compton; San Leandro; Garden Grove; Perris; and Emeryville.
  • Of those web “sessions”, about 2.1 pages were seen per session, with an average time of 31 seconds on each page.
  • Nearly 32 million advertising “impressions” have been recorded, as well as nearly 13.2 million completed video views. Additionally, 1.7 million “eyes were opened” on social media and 5.5 million “eyes were opened” on YouTube videos.

Learn More About ‘Open Your Eyes’
As credit unions in California and those in several other states involved in the campaign look to 2020, this regional test phase continues informing the campaign regarding its next steps within the coming months. The goal is to raise consumers’ consideration of credit unions.

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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