Challenge

DCU was caught in the middle between goliath-sized incumbents like Chase and Bank of America, and nimble disruptors like Acorns and Chime – all trying to be more relevant to younger people who were expecting more out of their financial institutions. 

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The thing they all had in common – they were all leaning into the insight that Millennials don’t want to talk to people and likely won’t place a high priority on service. A need to refresh brand marketing efforts was identified to better align with the needs of this younger audience.

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Strategy

New research was fielded to understand these customers on a deeper level, beyond their bank accounts. Our teams uncovered that this younger audience prioritized living life and enjoying new experiences – and they expected their bank to support them along the way. This insight led to the evolution of their legacy brand message of “What will DCU save you” to “What will DCU mean to you”.  

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As the brand messaging evolved, so did our media strategy. The channel allocation led with a digital first customer product journey, which laddered up to the brand platform and messaging.  We then developed a custom dashboard, pulling in all key metrics to provide insight into brand and product performance to inform optimization.