DUCA

Challenge

Canadian credit union, DUCA Financial Services, was looking to grow deposits quickly to support growth in lending, despite increased competition from major banks and new entrants in a low interest rate environment. They wanted to stand out with offering but reach relevant audience for the product at scale, so looked to GainShare Performance Marketing to drive growth in deposits to support and grow the lending side of their business.

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Approach

A data-driven digital campaign was executed to double the deposits raised from the previous year. This maximized investment in performance-based digital channels, extracted valuable audience and competitive insights from first- and second-party data, shaping targeting, creative, media mix and flighting. A detailed testing matrix was developed to evaluate effectiveness of individual channel tactics, targeting layers and creative performance. The campaign was front-loaded to benefit from drag effect and created dedicated campaign landing page to retarget partially completed campaigns through linked eCRM.

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Results

Exceeded targets (raised $550 million and signed up 4,736 new members) in one third of the planned timeline with less than half of the planned budget. So successful, the campaign had to end early due to market regulations regarding the acceptance of too many deposits. The 2019 campaign was a pivotal part of DUCA’s overall business growth.