The groundbreaking Open Your Eyes to a Credit Union® campaign is set to launch in Kansas and Missouri on July 22, CUNA and the Heartland Credit Union Association announced Thursday. The two states will join North Dakota, South Dakota and Indiana who are also launching this month, more than doubling the state presence of the campaign nationwide.
“The exciting news just keeps coming,” said Jim Nussle, CUNA president/CEO. “We’re thrilled to more than double the number of states running Open Your Eyes to a Credit Union®. Heartland Credit Union Association and all the Kansas and Missouri credit unions that have contributed to this campaign are helping to strengthen our movement through this important initiative."
Open Your Eyes to a Credit Union® is part of the CUNA-led Awareness initiative that is aiming to increase consumer consideration of credit unions. Market research shows that 98% of consumers have heard of credit unions but 72% would not consider joining one. The initiative is dedicated to helping consumers understand that they qualify to join a credit union and that their money would be easily accessible nationwide.
“We are proud to participate in this campaign,” said Brad Douglas, president/CEO of Heartland Credit Union Association. “What Open Your Eyes to a Credit Union® is aiming to achieve can benefit our entire industry and it is going to take all of us joining together to make this campaign successful.”
Early metrics are exceeding traditional benchmarks, showing the strength and resonance of the campaign’s messaging. As of June 30, the campaign has reached 6.2 million through programmatic advertising, 4.3 million on social media, and 1.3 million on YouTube. And by July 5, it had gained over 100 million impressions and earned 9.5 million video views from start to finish.