Our work for CommunityAmerica Credit Union received a Gold Addy at the District 9 American Advertising Awards this week.
In 2015, CommunityAmerica recognized their member population was rapidly aging and reaching the point where the need for financial services significantly diminishes.
Our team recommended a significant shift of their core target to consumers with a Millennial mindset—those who want to do good in the world with every purchase, and who believe in values-based brands.
The “Ballot” campaign was born, built on the insight that what you choose to do with your money is a vote for the type of world you want to live in. For Millennial-minded consumers, our message is clear: you can shape a better future with every dollar you spend and save.
Launched across multiple platforms, this campaign included a major social initiative where CommunityAmerica donated a dollar to a local nonprofit every time they were mentioned as a part of the conversation.
The results have been stellar – over the last year, CommunityAmerica’s seen the average age of a new member drop by almost a decade, from 42 to 33.
Our work continues to evolve for this values-led brand, and we recently redefined the concept of wealth.
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