‘Open Your Eyes’ Campaign: CA Performance and Next Steps

Open Your Eyes campaign image

More than 40 credit union leaders across the state attended this week’s California Quarterly “Open Your Eyes” Campaign Update Webinar, giving them a first-hand look at how this unique digital credit union awareness/advertising initiative is faring as spring transitioned into summer of this year.

You can view the slideshow presentation here, as well as the webinar recording here (webinar passcode is .AbbK72U — with the period before the letters and all letters case-sensitive).

The recording gives a glimpse into what’s in store in the future, as well as an update on media budget, local impact, performance, creative asset review, next steps in consumer consideration of credit unions, this year’s biannual consumer consideration brand development research, and a question-and-answer session.

Campaign performance in Northern California has garnered a 61 percent increase in web-link clicks and video views. In Southern California, impressions are down by 16 percent, yet clicks are up 550 percent and impressions up 296 percent on a year-over-year basis. For the entire state, there were 407,000 more users than last year.

More than 1,100 credit unions and affiliated organizations nationwide have pledged $52.3 million to the ongoing Open Your Eyes campaign, which launched in late 2018 and has successfully navigated through the COVID-19 pandemic. The campaign just launched in its 27th state — Georgia!

Fintech providers in the financial services arena have increased their presence to 36 percent of U.S. market share over the past 10 years, while credit unions have remained at approximately 7.5 percent for decades — a fact that the campaign’s organizers are keeping tabs on.

Where is the Open Your Eyes campaign going in the third and fourth quarters of 2021? How is it impacting YOUR credit union? And should you be more involved? Just access the webinar recording (above) to find out!

Contributor HQ Update
To enhance the contributor experience, the campaign frequently evaluates and updates its Contributor HQ website.

A new navigation menu titled “Campaign Performance” was added as a resource for contributors to access their state’s performance dashboard, as well as the most recent recording of their state’s quarterly campaign updates. You can log-in to Contributor HQ to see these updates.

Additionally, the campaign’s contributor-only webinar series has been a huge success. Did you miss the first webinar? Catch up here. Are you interested in attending a future webinar? Register for the events.

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