During the competitive peak home-buying season, Citadel Credit Union wanted to build awareness and generate demand for its home loan products, including a new HELOC (Home Equity Line of Credit) retail promotion. The challenge was to stand out in a crowded financial marketplace and connect with high-potential prospects across both traditional and digital channels.
Case Study: Citadel Credit Union
Challenge
PROCESS
We began by identifying core consumer segments using Mosaic data and mapped media behaviors to ensure efficient targeting. A comprehensive media plan was developed to align the launch of new video assets with the integrated HELOC promotion, maximizing seasonal relevance and visibility.
APPROACH
A strategic mix of broad-reaching and targeted media was deployed, including linear TV, streaming video, online video, streaming audio, online display, paid social, and paid search. Both :15s and :30s were leveraged to balance reach and engagement. This cross-channel approach ensured consistent messaging while optimizing delivery to priority Mosaic segments most likely to convert.
RESULTS
The campaign delivered exceptional performance.
- Qualified Salesforce leads increased 31% during active campaign quarters, with 2Q achieving a 66% year-over-year increase—the highest on record.
- Even more impactful, new customer acquisitions (prospects only) rose 28% during active campaign periods, demonstrating the campaign’s success in driving both awareness and conversion.
31%
increase in qualified Salesforce leads
