Building a sense of community by leveraging real members as brand advocates
We initially helped Affinity Federal Credit Union successfully position themselves apart from all that was wrong on Wall Street, with a marketing message that communicated who they weren’t – a fat cat-run bank. But after a couple years, Affinity needed help defining who they were. We brought clear meaning to the brand’s tagline, “Belong to Something Better,” by placing real Affinity members at the center of the marketing message. We helped establish what a community connected looks like, while bringing members’ stories – and the brand – to life. With a 21% decrease in cost-per-acquisition and 2x the new member acquisition for Affinity, we’re proud to have helped grow this vibrant brand community.