Video Marketing Both Ways

In this short Q&A, Kelli Hawkins, Communications Manager at Numerica Credit Union ($1.2B, Spokane, WA), shares how a video contest is helping the credit union reach out to its younger members.

 
 

Search for “credit unions” on the video hosting site Vimeo and you’ll see many videos uploaded to Numerica Credit Union’s account. These are animated, stop-motion, and narrative videos all submitted to Numerica’s ongoing video contest aimed at increasing member engagement. In this short Q&A, Kelli Hawkins, Communications Manager at Numerica Credit Union ($1.2B, Spokane, WA), shares how the contest is helping the credit union reach out to its younger members.

 

Melissa Forsyth, CreditUnions.com: Can you tell me about your ongoing video contest?

Kelli Hakwins: We have a video contest that targets young adults. We promote it online through our website, social media and use a free video contest posting website. The videos are posted to our NumNumweb page, geared towards young adults. We chose a monthly winner, who receives $50. Then, we choose a quarterly winner, who receives $100. So, a participant could potentially receive $150 for their entry. We also donate $10 to a local teen shelter, Cross Walk, for each video submitted. We average about nine videos per month.

The main requirement is that the video has to be about “money.” We’ve received all types of videos from serious to hysterical. We judge based on the video that gets our attention and that really stands out. It’s not necessarily the most clean and professional production that is chosen. A cute kid talking about his tips on saving money may really grab us! The video contest is a great engagement tool that gets teens and young adults thinking about what money means to them, how to earn it, and the importance of knowing how to save and spend wisely.

MF: What kind of results have you seen from the video contest?

KH: It’s difficult to track the direct results. Using Vimeo, our views could be members and non-members. However, we want to also attract new members. We average over 2,000 views each month on Vimeo, so we know that people are watching the videos. And, with only 9 submissions, we know that these views are not just the friends and family of participants! The video contest has also supplied us great material for our Facebook page. Posting videos is one of many tools that we use to increase followers. Our last video post on Feb. 4th had over 200 people “talking about it,” according to Facebook’s stats. Just this week, we surpassed 5,000 followers! With 45% of our followers being in our targeted demographic (25-44 years old), these are exactly the people we want to interact with.

 

Want to see more from Numerica Credit Union? Watch the "Anatomy Of A Market" video series!

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March 27, 2013


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