Brand & Acquisition Performance Snapshot
High-level recap of key brand, media, and production wins.
2025 – Where Trust Matters
The 2025 Where Trust Matters campaign was built to punch through the noise with a sharper, more energized promise of what NWFCU stands for. It transformed the tagline from a quiet statement into an active rallying cry that meets members in every life stage and every financial chapter. The extended structure — Bank, Borrow, Spend, Earn Where Trust Matters — positioned NWFCU as a lifelong ally. Visually bold and confidently modern, the creative moved with purpose while staying grounded in credibility and trust.
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View Site ↗December 2024 – Brand Bridge & Holiday Rewards
Brand Bridge expanded NWFCU’s visibility with the Washington Commanders, generating 4.6M impressions, 1.1M video views, and a strong 99.5 percent OTT completion rate. Developed to build momentum heading into 2025 by pairing brand storytelling with the Now Plus Rewards Card, the campaign was intended to create early lift for the upcoming Where Trust Matters platform. Membership page traffic tripled, new users reached 29K, and total site users rose 13 percent month over month. Holiday Rewards produced 1,993 KPAs, with Holiday Visa delivering the most efficient CPA, and Meta ads earned a 1.10 percent CTR and 833 KPAs. December saw 1,317 applications and 11.7 million dollars funded, with Brand Bridge and Holiday Rewards contributing meaningful volumes. Premium streaming video achieved 96 to 99 percent completion and 2,851 watch hours.
November 2024 – Brand Bridge & Holiday Now Plus
November’s Brand Bridge and Holiday Now Plus efforts set the stage for NWFCU’s year-end lift. The multi-channel mix delivered 2,733 KPAs and influenced 287 in-branch conversions, a number that stands out for a retail-minded organization. In-stadium targeting added another layer of brand heat, capturing 26,380 devices through live Commanders geofencing and driving Premium Video completion rates of 94 percent. Early Holiday Rewards Visa performance was strong, with Meta delivering a 1.05 percent CTR and 1,482 KPAs, while Display drove the longest session duration at 275 seconds. Organic traffic surged, including a 20 percent rise in search clicks and a jump in CTR from 11 to 17 percent. OTT and Premium Video added 1,805 watch hours with near-perfect completion rates.
July 2024 – Stop Searching, Top Pick & Rewards
July marked a major surge for NWFCU as Stop Searching, Top Pick, and Rewards accelerated digital growth and product demand. From May through July, campaigns generated over 1 million new users, with 37,000 in July alone. Checking traffic exploded 144 percent, driving an average session duration of 1 minute 53 seconds, nearly double industry norms. Certificates followed the same trend, with user volume doubling and on-page events jumping accordingly. KPAs hit a record 2,565, influencing 450 in-branch conversions, a 66 percent lift from June. Video performance stayed elite, with Stop Searching at 98 percent and Top Pick at 99 percent completion. Rewards, launched July 19, generated 552 KPAs in under two weeks, making it the strongest credit card driver. July production reached 9.29 million dollars, supported by 437 thousand dollars from Display, while mortgage and personal loan applications continued steady growth.
June 2024 – Stop Searching, Top Pick & YouTube
June delivered a clean, energetic upswing for Stop Searching, Top Pick, and YouTube as NWFCU’s media mix tightened and performance accelerated. KPAs doubled to more than 2,400, with Display leading the charge and FootFall Attribution capturing 271 offline conversions — a clear sign that digital pressure translated into real-world activity. Streaming stayed elite, with Stop Searching at a 98.2 percent completion rate, Top Pick at 99.2 percent, and YouTube outperforming industry norms at 25.6 percent. Combined video efforts logged more than 3,000 watch hours, deepening brand reach. A/B testing and co-branded Commanders units delivered 1,396 KPAs at a 1.10 percent CTR, tightening audience fit. Production climbed from 3.81 million dollars in April to 4.97 million in June, reinforcing the impact of paid media on growth.
May 2024 – Stop Searching, Top Pick & Luke Combs
May set the fuse for NWFCU’s summer surge as Stop Searching as Stop Searching and Top Pick established early momentum across premium streaming and Commanders integrations. OTT performance was exceptional, with Stop Searching hitting a 97 percent completion rate and Top Pick clearing 98 percent across Hulu, Max, Disney Plus, and Amazon Prime. Commanders-themed display ads beat control groups, driving more clicks and more Open an Account actions. Video engagement stayed strong, with Stop Searching generating more than 1,990 watch hours and Top Pick adding 168 in its first week. Even the short six day Luke Combs run punched above its weight, delivering more daily views, sessions, and new users than the broader campaign. Costs stayed tight with a 15 percent lower CPC, 40,000 people reached, and 71,000 impressions — proof the partnership delivered both efficiency and lift.