Balance Transfer Campaign
Visual direction for a first-time Balance Transfer campaign with animated illustrations that exceeded our project goals and led to over 379 unique new accounts for the credit union.
General info
About the project
Team
David Jones - CMO
Amanda Ager - Program Manager
Henry Leenstra - Marketing Representative Cards Team
Member Experience Team
Deliverables
- Direct Mail
- Website
- Digital
- Social Media
- Posters & flyers, Branch advertising
- Mobile app and Desktop ads
- Billboards
Project History
WECU decided to do it’s first Balance transfer promotion in January – February 2022 and offer 0% APR on balances transferred from outside WECU to a Choice Visa. Increasing Choice Visa balances generates greater interest income for the Credit Union, improving the profitability of the card, as well as the depth of a member’s relationship and overall loyalty to WECU.
Project Goals
- 2% conversion
- Increase existing Choice cardholders and encourage member/market Choice adoption
- Make campaign stand out visually
Results
In Q1 2021, the Balance Transfer Campaign produced 533 transfer requests over 379 unique accounts of which 67.7% where new cards opened. For perspective, in Q4 2020 WECU did 11 balance transfers the entire quarter.
2,043,108 Total Impressions
1,293 Email Leads
2,388 Website Leads
427 Digital Advertising Leads
125 Social Media Leads
1,286 Mobile/Online Banking Leads
179 eStatement Leads
533 Balance Transfers (167% over goal)
379 Unique Accounts
67.7% New Choice Visa Cards
$2,442,167 Total Volume (205% over goal)
Project execution
Design Process
The Balance Transfer campaign marked a new approach for WECU, prompting a departure from conventional stock photography in favor of illustration. Opting for a minimalist aesthetic, I chose an illustration featuring a hand holding a credit card, complemented by arrows symbolizing a transfer from one card to another. To enhance the campaign's dynamism, I incorporated animation into multiple assets of the campaign; WECU's homepage, email outreach, and social media platforms. The animation not only added an engaging element but also adhered to accessibility rules by avoiding continuous looping and limiting the animation to three cycles before settling.
Reflection
The Balance Transfer campaign direction garnered substantial new leads and income within a brief timeframe. It was an extremely successful campaign, and we will be replicating it in the future.