From Brand to Bottom Line: a Credit Union’s Full-Funnel Comeback

CUSTOMER CHALLENGE

A North American credit union launched a new fee-based chequing account with access to a skill-development platform in response to a market where free chequing was the norm. Rather than rely on run-of-the-mill incentives, the company took a more meaningful, modern approach to banking. This new product offered distinct value, but its success hinged on reaching people who view personal development and financial growth as connected goals. This called for a media strategy that did more than buy ad space. It needed to reflect the client's values and show up where ambition and self-improvement were already in motion. Competing with larger banks and digital-first challengers, the client had to communicate value in a way that felt relevant.

SOLUTION & INSIGHTS

The client shifted from optimizing isolated metrics to a connected strategy grounded in full-funnel measurement, person-level insight, and creative relevance. Powered by Mevo, the team used journey analytics to identify which audiences, channels, and creative touchpoints drove real growth—enabling smarter investment decisions across the funnel.

Mevo replaced last-touch logic with full-funnel attribution, revealing the true impact of every media touchpoint. Channels like TV and OOH—once considered “awareness-only”—emerged as key drivers of account applications, while some lower-funnel tactics proved less efficient than previously assumed. These insights not only reframed how performance was defined, they reshaped both the campaign structure and media allocation.

Using Mevo data, the client adopted an “Educate, Engage, Encourage” framework that aligned creative and channels to distinct stages of the customer journey:

• Educate introduced the new product as a tool for financial growth through learning, using high-reach channels like TV, radio, and digital audio
  
  
• Engage built credibility in high-context environments such as Reddit, podcasts, and paid social, where ambition and self-improvement were top of mind
  
  
• Encourage drove action with community-first and OOH placements, including local news takeovers 
  
  

In parallel, the client rebalanced its media mix—shifting from a performance-heavy model to a 70% brand / 30% performance split—allocating dollars based on what was actually driving business outcomes, not just clicks.

OUTCOMES

The campaign didn’t just build awareness, it fueled favorability and measurable impact on the bottom line. With full-funnel attribution from Mevo, the client uncovered what truly drove growth and made smarter media decisions that delivered results.

Freed from last-touch blind spots, the team finally quantified the long-term impact of upper-funnel investment. The payoff: a 68% year-over-year increase in marketing-attributed account applications, a 21% drop in media CPA, and a 32% boost in spend that delivered outsized returns. Net member growth jumped 159%, and adoption of fee-based accounts—more profitable than free options—rose by 30 points, driven by media strategies that reached more qualified, value-seeking audiences with tailored messaging.

The campaign didn’t just reach people—it moved them. Nearly half (49%) of those exposed said they were motivated to explore the new product, nearly triple the unexposed group. Brand love rose 6 points, tripling the benchmark, and belief in the credit union's ability to improve future income more than doubled.

In redefining performance, the client didn’t just optimize media. They ignited connection, delivered measurable growth, and proved that the right message, in the right moment, does more than raise awareness—it drives momentum.