CUNA Opens Awareness Campaign Wider
With four new states, the campaign now covers nearly one in five Americans.
CUNA announced Monday that four states will be joining its credit union awareness campaign, bringing the nine-month-old campaign to nearly one in five Americans.
The “Open Your Eyes to a Credit Union” campaign is being launched in Arizona, Nebraska, West Virginia and Vermont. The U.S. Census Bureau estimates those states had a population of 11.5 million people last year.
The nine states already in the campaign have about 48.4 million residents. They are Indiana, Kansas, Michigan, Minnesota, Missouri, North Carolina, North Dakota, South Carolina and South Dakota.
Together, the 13 states have nearly 60 million people, or 18% of the U.S. population.
“We’re thrilled to bring Open Your Eyes to a Credit Union to more consumers across the country,” said Chris Lorence, CUNA’s chief credit union awareness officer.
The campaign launched in January had $42 million in pledges from over 640 organizations within the credit union movement as of Aug. 23, up from $37 million from more than 525 organizations as of mid-June.
The ads target young adults 25 to 34 and people 35 to 54 who have indicated they are in the market for financial services.
Open Your Eyes to a Credit Union had gained over 186 million impressions as of Aug. 23, up from 94 million impressions in June. People had watched its videos from start to finish 27.6 million times as of August, up from 9.2 million views in June.
As of August, the campaign had reached 6.7 million people through programmatic advertising, 5.1 million on social media, and 3.2 million on YouTube.