Create more brand awareness about Vantage West and its mission as a member-owned credit union.
Credit unions on the surface look similar to banks in the products they offer. The difference is the mission. How can we show, not tell, this?
Vantage West’s mission: to help our members and community thrive.
THRIVE series. We use a portion of our ad dollars to spotlight other organizations with a long-form documentary stories. These inspiring organizations in the Arizona community are thriving while putting people first, a clear parallel to what Vantage West both is and wants to encourage through its mission.
While we see a noisy landscape pushing for algorithmically-optimized ad units, the THRIVE series proves there will always be an appetite for longer, well-crafted human stories if you, as the storyteller, show respect for your audience.
A typical THRIVE gets 60-70% view rates and 30-40% completion rates on 3+ minute runtimes with 75 to 100k+ total views.
More importantly, the people who invested their time into the story are rewarded with a positive experience that they associate with the brand. There's no better metric than a new Member gushing about the story they saw to their Relationship Banker when they stop by a branch.