First Credit Union

Goal

FCU wanted to increase membership growth, strengthen community connections, and ensure marketing dollars were driving measurable ROI. The existing spend on static billboards provided visibility but lacked clear  attribution and engagement metrics

Challenges

Despite high visibility, billboard campaigns weren’t delivering the conversions FCU needed.

Traffic attribution was difficult, community impact was unclear, and cost efficiency lagged.

FCU needed a more targeted, trackable, and engaging approach to convert awareness into real membership growth.

Insight

Working with Knoodle, FCU uncovered two key insights:

1. Digital storytelling drives stronger engagement: OTT (over-the-top) streaming ads could reach highly targeted audiences with measurable performance.
2. Cause marketing builds community trust: Aligning with values-driven initiatives generated referrals that converted at 2–3x billboard  performance, highlighting the power of brand alignment with community impact.

Solution

Together, Knoodle and FCU reallocated media spend from static billboards into:

1. OTT streaming campaigns, delivering precision targeting and brand storytelling with measurable results.
2. Cause marketing initiatives, designed and executed with community partners, strengthening trust and creating authentic connections.

Execution

Creative Development: Knoodle crafted OTT campaigns and CPC ads that emphasized FCU’s value proposition and member benefits.

Cause Partnerships: Knoodle facilitated partnerships with community-driven organizations, ensuring authentic cause marketing opportunities.

Campaign Integration: Messaging was tied directly to “Become a member” lifestyle ads, connecting brand storytelling with action.

Takeaway

With Knoodle’s strategic guidance and creative execution, FCU successfully transformed its marketing funnel— replacing passive billboard exposure with OTT and cause marketing campaigns that were trackable, efficient, and community-driven.