DANNEMORA
FEDERAL CREDIT UNION
3,298,394
Impressions
596
New Kasasa Accounts Opened
16.94%
CTR, exceeding 5.7% industry benchmark
the problem to solve
Smaller credit unions like DFCU face competition from larger, well-known financial institutions. With the population of DFCU’s field of membership being limited to anyone who lives, works, attends school, or worships in Clinton, Essex, Franklin, or St. Lawrence Counties in New York, we had to think outside the box to attract as many brand-new members as possible with two clear goals in mind:
- Increase new account holders by 20% in one year for their Kasasa Cash Back checking account, aiming to open 193 new accounts.
- Boost brand awareness within their field of membership.
We also set out to meet or beat the industry benchmark of 5.7% for search click-through rates (CTR) in the Finance & Insurance sector.
the strategy
Phase 1
Phase 2
THE RESULTS
campaign overview
start date
JUNE 2023
end date
MAY 2024
digital performance metrics
total impressions
3,298,394
total clicks
14,793
growth targets
projected lift
20%
actual lift
34%
channel-specific results:
google search
14,664
impressions
2,152
clicks (ctr: 14.68%)
facebook & instagram
2,399,494
impressions
11,066
clicks (ctr: 0.46%)
programmatic display
884,236
impressions
1,575
clicks (ctr: 0.18%)
account growth results:
596
new kasasa accounts
opened from June 1, 2023 – May 31, 2024
272
kasasa cash back
achieving 140% of goal, exceeding the goal of 193 new accounts
118
kasasa cash
achieving 231% of goal, exceeding the goal of 51 new accounts
206
kasasa saver
achieving 194% of goal, exceeding the goal of 106 new accounts
But we didn’t just stop at account growth; we also knocked it out of the park with our marketing performance:
- Kasasa Marketing PPC Performance: Achieved a CTR of 16.94%, exceeding the 5.7% industry benchmark.
- Brand Awareness PPC Marketing Performance: Reached a CTR of 13.66%, exceeding the 5.7% industry benchmark.
The campaign’s impressive engagement rates, particularly on paid search, indicate the effectiveness of the targeting and ad content. The high click-through rates on various platforms reflect successful outreach and engagement with potential members. DFCU not only met but exceeded its account growth targets, achieving 596 new accounts by the end of May 2024. The actual lift of 34% surpassed the projected 20%, underscoring the campaign’s success in driving customer acquisition.
This campaign taught us that good things happen when you listen to your audience. By conducting thorough target audience analysis, we were able to target DFCU’s perfect customer based on interest, demographics, and buying behavior. Casting our net deeper, not necessarily wider, helped us attract qualified leads that converted.
Threshold’s digital marketing campaign for DFCU proved highly effective in promoting its Kasasa products and attracting new members. By leveraging the unique benefits of Kasasa Cash Back combined with a strategic digital approach, the credit union achieved significant growth and surpassed its performance goals. This success positions DFCU as a powerhouse in a field steeped with competition.
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