The structure of the Open Your Eyes to a Credit Union® campaign enables it to cut through the noise, even as advertising ramps up for the 2020 presidential election, said CUNA President/CEO Jim Nussle. Speaking to Credit Union Journal, Nussle outlined the progress of the campaign, and what it hopes to accomplish.

By using digital platforms to reach younger consumers, Nussle said the campaign won’t be typically be competing with television ads, many of which are targeted toward older demographics.

As of July 5, the majority of visitors to YourMoneyFurther.com, the consumer-facing campaign site, are between the ages of 25 and 44, and 73% of visits are on a mobile device and more than 63% of traffic comes from Facebook.

Open Your Eyes launched Monday in the Dakotas and Indiana, and launched in Minnesota, North Carolina, South Carolina and Michigan before that.

In the initial four states, campaign resources have reached 6.2 million people through programmatic advertising, 4.3 million on social media and 1.3 million on YouTube, as of June 30.

The campaign has gained more than 100 million impressions and 9.5 million videos have been watched to completion.

During the interview Nussle also emphasized the complementary nature of the campaign, saying it is designed to fit in with existing marketing efforts around the country.

“[W]e really don't want [credit unions] to think about this as taking it away from your own marketing,” Nussle said. “The marketing of a credit union is the last mile and probably the most important mile connecting that potential member with a product [or] service.”