Open Your Eyes Campaign Sees Strong Engagement Across the Northwest

Last Thursday, Northwest credit unions leaders and marketers gathered virtually to hear the latest updates on the Open Your Eyes to a Credit Union campaign.

Launched nationally in January 2019, the Open Your Eyes to a Credit Union initiative aims to increase credit union consideration among consumers and dispel the myths that they can’t join or that their funds won’t be secure at a credit union. The campaign went live in Idaho, Oregon, and Washington at the beginning of 2020 and is now active in 27 states.

During the Aug. 19 webinar, the Credit Union Awareness team, an LLC created by CUNA, dove into campaign data and analytics collected during the first half of 2021, which show that credit union awareness and consideration continue to increase nationally and in the Northwest.

Across the region, the Open Your Eyes campaign had nearly 94 million impressions during Q1 and Q2 of 2021, a year-over-year increase of 101% from last year. There was also a 410% increase in link clicks, for a total of 406,854. YourMoneyFurther.com, the campaign’s consumer-facing website, saw 130,663 users — nearly 70,000 more users compared to this time last year and over double the number of sessions (actions performed by a user within a certain timeframe).

The campaign’s click-through rates indicated the top consideration audience across the Northwest was “young thrifty parents” — parents aged 20-34 who are also recent grads or renters. Nationally, the top audience was “unsettled beginners” — people between the ages of 25 and 34 who are recently engaged/married or have moved.

Another exciting update was that the Northwest saw some of the biggest increases in aided consideration across the country. Compared to July 2020, the Northwest saw a collective increase of 24 points for lending and 10 points for checking and savings. In other words, when consumers are prompted, or when they become aware of a credit union, they’re more likely to consider a credit union as a financial services partner. Nationally, credit union consideration is up 6% from when the campaign launched in 2019.

The Credit Union Awareness team also shared next steps for the campaign and discussed ways credit union contributors can get involved at the local level. Northwest credit unions can access the full webinar recording and presentation materials online via NWCUA’s Marketing Resource Center.

Have a question about the Open Your Eyes to a Credit Union campaign or want to become a contributor? Please contact Danielle Sittu, NWCUA SVP, Marketing & Communications.

Posted in Public Awareness.