TASK

Increase the use of beneficiaries across Millennial membership.

CHALLENGE

•Research indicated that most Millennials were unfamiliar with beneficiaries.

•Millennial members were least responsive to email and less active on Facebook, the preferred platform for most members.

•Low budget

•Fast turnaround

SOLUTION

•Educate members with a short video, providing next steps.

•Incorporate infographics as storytelling device and as standalone images on social media posts.

•Incorporate captions for accessibility, comprehension, and convenience (as many users scroll on mute).

•Minimize spend with stock video.

•Minimize time by working copy and design congruently (rather than hand-offs) for more agility and flexibility.

IMPACT

•Second-highest view rate of all UNFCU videos at 2.7k views per year

•Increased beneficiary designation among Millennial members