Role: Social Media Team Leader

Problem: Many young people are not aware of the benefits of credit union membership. Create content to go with the Online Account Opening feature that emphasizes convenience, speed, and accessibility. Reels and graphics should promote awareness and engagement of a young digitally-driven audience.

Insight: The Online Account Opening feature allows anyone to open an account in under five minutes from their phone. It is a simple and easy process that allows financial empowerment for young people. Additional benefits include personal loans, $5 buy in, low interest rates, and 12-18 months to pay back $1,000-$3,000 loans.

Solution: This campaign was targeted toward young people so the first place I went was social media. I knew recreating trends while being informational was the best way to get the attention of a digitally-driven demographic.

I talked with the marketing manager at ValleyStar to hear more about what puts them above an average bank. They treat their members like family; you walk in and are known by name. This gave me direction in finding and recreating trends.

The first round of content we sent in included two graphics and a trending reel. I led the team in creating content that introduced what a credit union was and showed some of the specific benefits of ValleyStar.

I also made sure ValleyStar’s brand image was maintained throughout the content in color, font, and logo.

The next reels we created focused on humor. It is well known among young people that funny content is preferable. I developed each idea from TikTok except the gingerbread house reel (I thought of that during our final meeting in December). Additionally, we were sent the last two reels to recreate from ValleyStar.