from little known to the a-list
The Assignment
The Michigan Credit Union League (MCUL) partnered with REGROUP to reinvent its awareness campaign—reaching Millennials and Gen Z and driving traffic to a microsite to explore the benefits of credit unions.
01 / Find Truth
Learning from Gen Z
Through customer research, we learned that the average Gen Z has relationships with over 7 financial services brands. Also, they rarely switch financial institutions and they only try products that make sense to them before committing. We also learned that credit union myths, like having low digital capabilities, were still prevalent. These insights led to the creation of the “TRY a credit union” campaign.
02 / Build Trust
Speaking their language
We reinvented MCUL’s long-running awareness campaign to reach younger Millennials and Gen Zs, using their language, a Gen Z spokesperson and relevant scenarios. Our campaign “Try a Credit Union” talked directly to Gen Z with wry humor, much different than the typical conservative approach of financial institutions.
03 / Power Growth
Where Gen Z scrolls, we showed up.
We used personalized messaging in an integrated media campaign, focused on channels to specifically reach Gen Z including using Reels, YouTube Shorts, TikTok, digital retargeting, and CTV. Our brand + performance philosophy led us to redesign the CULink Website, which in the first year showed a 153% increase in website visits.
Video content
Videos covered solutions including ATM networks, loan options, deposit accounts, credit union careers, technology capabilities, and financial protections. Click to watch.
Digital and Social Content
Digital and social supported the main campaign, as well as specifically calling out common issues and solutions.
Brand and Website
The web redesign incorporated fun graphics and attitude to result in 86,000 sessions and a 168% increase in users.
Awards and Recognition
Turns out trying a credit union was an award-winning idea.
Diamond Award (2026)
Silver ADDY (2022, 2023, 2024)
Summit Award (2023)
Gold Telly Award (2025)“We were very happy working with the team. We liked the creative ideas. We were happy with the results. The campaign received awards, which was very exciting. It was an overall good experience.”