Credit Unions of Ontario

ABOUT THE CAMPAIGN Some Choices Matter was the largest joint marketing initiative on behalf of all credit unions in BC and Ontario. The campaign challenged people to align where they bank with what they believe in, positioning credit unions as a values-driven alternative to big banks.

SCOPE OF WORK Copywriting & Content Creation (for Dead Famous Creative) across digital channels including website, social media, video, and display

Build awareness of credit unions as a socially conscious choice.

Drive engagement and conversions through the newly launched Credit Unions of Ontario website

Connect with diverse demographics through hyper-personalized messaging

Website content: Developed copy for the new Credit Unions of Ontario website, which served as the primary digital hub for campaign traffic and conversions

Audience segmentation: Wrote hyper-personalized campaign messaging for six primary segments (Millennial x2, Gen X x2, Local Business, Community)

Digital campaigns: Created content for provincial mobile, display, and social campaigns, continuously optimizing messaging to maximize performance

Thought leadership content: Wrote articles and social posts on third-party sites around generational disparity, local business, activism, and social enterprise to position credit unions as the answer

Helped launch one of the most ambitious financial awareness campaigns in Canada; launch a cross-channel content ecosystem spanning video, social, display and web

Crafted hyper-targeted messaging that outperformed industry standards by a record margin exceeding industry CTR benchmarks by over 4900% (not a typo)

Produced storytelling-driven assets that blended values-based messaging with financial decision-making