Credit Union of America – Don’t Blink! Black Friday Campaign
Credit Union of America hoped to turn Black Friday hype into new auto loan originations in 2019. We crafted a strategy that took the idea of a flash sale with irresistible interest rates and turned it into a campaign that generated $5 million in new loans in 3 days—more than doubling the year-over-year average for CUA.
To build new loans from a 3-day sale, we leaned into a couple of built-in advantages: a sense of urgency and email marketing. In a quick turnaround, a sales funnel was conceived, allowing us to generate and convert leads quickly by creating little more than a few emails, a handful of social media ads and a simple landing page.
Identifying the Problem:
Credit Union of America needed an end-of-year push to increase auto loans on short notice—with less time than we typically have to develop auto loan campaigns each summer. They opted for a Black Friday flash sale with temptingly low auto loan refi rates during the three business days from Black Friday to Cyber Monday.
Perhaps the biggest challenge was that CUA hoped to gain new loans from members and non-members alike. Creating awareness in the sale for both these audiences and closing the deal had to happen in less than a month.
Even though we could leverage a sense of urgency and a large list of email addresses (email is still one of the most effective advertising channels), we had the additional challenge of keeping CUA top-of-mind among the torrent of Black Friday sales around the country.
Outlining the Approach:
Since the sale wouldn’t actually open until Black Friday, we focused on encouraging people to opt in for sale reminders. If a person signed up for these reminders, we’d send them a series of emails or text messages leading up to the sale so they could prepare to act when the sale opened on Black Friday.
Finding a Solution:
We used emails, display ads, Facebook ads and newspaper ads to promote the sale and encourage people to sign up for sale reminders on a simple landing page. However, this clever campaign pulled double duty as a lead-generation effort as well. All non-members who opted in for reminders were also added to lead funnels for future marketing.
“We did over $5 million in auto loans in four days…for perspective, we usually do about $15 million in 30 days. Almost 40 of the 250 loans were done online, which is good with the [media] placement. I’m certain there were even more leads online that walked into a branch, too. We are VERY happy with the promotion! We were able to help hundreds of people lower their monthly payments or interest paid just in time for the holidays. Good stuff!”
-Amanda G., Credit Union of America
Newspaper Ad for Don’t Blink campaign
Results from the campaign included:
The campaign generated roughly $5 million in new auto loans for Credit Union of America over just 3 business days when the sale was open. Compared to year-over-year averages for new loans during this timespan, this marked a 153% increase in money made.
- Facebook Ads
- Display Ads
- Landing Page