Your Union. Your Credit Card.

Union Plus

Overview:

Union Plus benefits help current and retired labor union members and their families save money and support them through major milestones, celebrations and hardships. As part of this effort, Union Plus launched a series of custom credit cards products.

Practices:

  • Design
  • Live Action Video
  • Strategy
  • Web & User Experience

The Challenge

Over 16 million people in the United States were represented by unions in 2015*. Union Plus needed to create awareness of their Union Plus Credit Card program among this diverse group, and ultimately drive more of those 16 million people to sign up for the credit card.

The Solution

We developed an integrated digital distribution strategy that leveraged Union Plus’ organic and paid channels. Spanning a two-month period, the campaign used new content and creative assets to engage union members and direct them to a microsite where they could be converted.

The Results

We developed a campaign centered around a unifying rally cry: Our Union, Our Card. Four diverse member stories were shared in the form of short videos, and then translated to fit different digital channels. The campaign featured universally relatable stories that clearly communicated the benefits of the Union Plus Credit Card program.

 

How we did it: Member Story Videos

At the core of the Our Union, Our Card campaign were the member story videos. Each 90-second video featured a different union member sharing how the Union Plus Credit Card benefited them. Anchored by the unifying Our Union, Our Card tagline, the featured stories came from members in a variety of unions: AFT (American Federation of Teachers), IAM (International Association of Machinists), UAW (United Auto Workers) and BCTGM (The Bakery, Confectionery, Tobacco Workers and Grain Millers International Union).

Creative Assets

Creative extensions of the videos were crafted to spread the campaign through digital channels.

Social Media Content: Organic social media content was written and formatted to be shared with Union Plus’ social communities over the course of the campaign. The focus of these posts varied, incorporating both quotes from the featured members as well as key benefits of the Union Plus Credit Card mentioned in the videos.

Facebook Ads: To support the organic social content we created Facebook ads targeting union members not already connected with Union Plus.

Display Ads: A series of display ads were created composed of closeups of the featured members, basic information about the members and their associated unions, and a call to action to “Hear Their Stories.”

Email: Staggered emails featuring member story teasers were sent to Union Plus subscribers.

Landing Page

An optimized landing page was the hub for campaign engagement and the primary home of the member story videos. Acting as the destination for all campaign outreach, it allowed visitors to view each of the member story videos in full. It also provided them with multiple funnels to find out more about Union Plus or the Union Plus Credit Card program.

Distribution Plan

An integrated distribution plan was created, mapping out the schedule and execution of the campaign’s video and creative assets. Content was consistently refreshed during the campaign to avoid fatigue and staggered to ensure engagement throughout the 2-month period.

Outcome

An engaging campaign for Union Plus that has the potential to generate awareness and drive action among union members.

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