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Hamster is effective tool for opening consumers’ eyes to credit unions

by Cornerstone Credit Union League | Jan 13, 2020

Star rodent gains 1.5 million views in six months for CUNA's "Open Your Eyes" campaign.

CUNA has discovered that one of its most effective tools for opening consumers’ eyes to credit unions is a hamster.

A YouTube video featuring the rodent escaping a cage has garnered more than 1.5 million views since it was posted in July, many of them millennials. Of those who click on the video, 80% watch all 15 seconds.

The 15-second video opens with the rodent racing in a wheel as a woman narrates:

“Money got you trapped exactly where you are—year after year after year?

“You CAN break free. Get rates that get you moving forward.

“Open your eyes to a credit union.

“Start today at”

The hamster ad has had the “Open Your Eyes to a Credit Union” campaign’s highest click-through rate at 0.2%, about twice the average. The clicks take them to the website where consumers can enter their zip code and find a credit union they can join.

As of Nov. 30, 750 credit unions and other organizations had pledged more than $46.5 million to the awareness initiative. The Open Your Eyes campaign reached 28.2 million people on YouTube and garnered 119 million video views from start to finish.

Cornerstone launching awareness initiative in 2020
The Cornerstone region is an excellent position to launch Open Your Eyes to a Credit Union® in 2020. Let's discuss next steps and work together to make this happen.

This month, the Credit Union Awareness team is hosting a series of webinars to talk about how to bring the campaign to your state.

Choose the date and time that's best for you.

Jan. 16 at 10 a.m. CDT

Jan. 30 at 3 p.m. CDT

Sources: Credit Union National Association and Credit Union Times