Heritage Financial Credit Union
A full-funnel omnichannel campaign across organic social, paid social, programmatic, and Connected TV designed to drive awareness, engagement, and member conversion through a quality-first creative strategy.
Role Executive Creative Director + Brand Strategist
Client Heritage Financial Credit Union
Timeline 1-year engagement
The Challenge
Heritage Financial Credit Union didn't have a volume problem. They had a quality problem marketing efforts were generating activity, but not the right kind. The goal was to drive measurable member growth while improving lead quality and cost efficiency simultaneously. More members, lower cost to acquire them, and creative that felt human enough to make a credit union feel like a real choice over a big bank.
The Idea
As Executive Creative Director, I shaped a quality-first creative and media strategy built around two principles: offer-forward messaging that gave people an immediate reason to act, and relatable storytelling that made Heritage Financial Credit Union feel approachable rather than institutional.
Video became the campaign's backbone. Rather than leaning on financial services tropes we built the campaign around simple, everyday scenarios with a light touch of humor. The goal was to make Heritage Financial Credit Union feel like a brand people actually wanted to engage with, not just a utility they tolerated.
Creative Development
I led the development of a :30 Connected TV campaign as the creative anchor with placements timed around high-profile events including the World Series to drive broad brand awareness at moments of peak attention.
From that CTV foundation, I built a cohesive creative system that scaled down through the funnel: video assets adapted for mid and lower-funnel social placements, static creative across Search, Performance Max, Display, and YouTube, and platform-native formats for TikTok and paid social. Every asset shared the same visual language and messaging hierarchy, offer-forward, clear, and consistent, so the campaign reinforced itself at every touchpoint rather than feeling fragmented.
Over the course of the year, I maintained creative direction across the full relationship evolving the work as the campaign matured while keeping brand voice and performance strategy aligned.
Content Creation
To maximize both impact and efficiency, the campaign leaned heavily into video alongside static creative. Short-form video assets spotlighted Heritage Financial Credit Union’s Heritage Direct Checking offer through simple, relatable storytelling built to capture attention fast and communicate value clearly.
Static assets extended the campaign's reach across search, display, and social placements, reinforcing the offer-forward messaging in formats built for performance. Together, video and static worked as a system, each format doing its job within the funnel while contributing to a cohesive brand presence across channels.
Impact
82.5% reduction in CPM. 112.6% increase in clicks. 60.7% increase in conversions.
Over twelve months, the quality-first approach delivered exactly what it set out to: more members, at lower cost, through creative that earned attention rather than just buying it. The results reflected not just strong creative execution, but a sustained strategic partnership built, refined, and optimized over the course of a full year.