TUKWILA, Wash. BECU has unveiled a new campaign on old media to promote its social media outreach using TV, radio and billboards in the greater Seattle market to tout what its members are saying about the credit union on social media sites.
BECU’s new “Share the love” campaign was designed by local ad agency DNA Seattle, which studies what people are saying over Twitter, Facebook, Yelp and Pinterest about the $10-billion credit union. The agency then tracked the commenters down and asked if they would be willing to say it again for the campaign. About 50 agreed, and their comments and images are being used in the campaign, which also includes print and digital media.
DNA Seattle then brought the new media back to the traditional format, TV, radio and billboards, to communicate what people are saying about the state’s biggest credit union.
The SHARE campaign features more than 50 stories of real BECU members taken from real social media interactions. Viewers will see real messages from real members in the ads. No scripting was involved.
"The SHARE campaign is the BECU brand as voiced by our members," said Stephen Black, vice president of marketing. "We love seeing the real thoughts and opinions of our members come through our social media interactions with them every day. Their stories inspire us and move us. We wanted to share them with the community."
"This kind of member (customer) advocacy is non-existent at the big banks, and is rare to find with any brand these days" said Alan Brown, principal and managing director of DNA. "Our approach couldn't be more appropriate, because we're listening to what members are already saying, then putting it verbatim into the advertising. There isn't any spin here it's just a reflection of the reality that is happening."
To watch the new television ads and see a new billboard ad, visit
