All Diamond Award winners in this category are listed below.
Category’s Best winners—marked with a 💎—earned the highest score within their asset grouping.
Assets less than $250 million | Tyler, TX
The campaign exceeded expectations across all key performance indicators. While the original goal was to grow the loan portfolio by $3.13MM for the quarter, total growth reached $3.5MM. The organization rallied around a clear strategy, with multiple Financial Service Officers achieving $1MM months in new loan production. Increased marketing visibility also contributed to the credit union earning a Best in Town – Credit Union designation for the first time in an exceptionally competitive market. This momentum carried forward, more than doubling the annual loan growth goal, increasing product penetration by 17%, expanding total borrowers by 10%, and growing overall membership by 4%. Most importantly, the campaign demonstrated the power of alignment, execution, and belief. By overcoming market saturation, physical footprint limitations, and internal fatigue, the team redefined what was possible and established a strong foundation for sustained growth and continued success.
Assets greater than $1 billion | New York City, NY
The “We’re Here for It” campaign authentically celebrated the small, hard-earned wins of everyday New Yorkers, distinctively positioning MCU as a relatable financial partner in a city dominated by national banks. By combining hand-crafted, city-rooted creative with a highly targeted mix of digital, CTV, outdoor, radio, search and social, we broke through the noise and built meaningful engagement. The campaign not only increased awareness and consideration but converted intent into measurable membership growth, exceeding our KPIs. In fact, in just 6 months, MCU achieved a 71% increase in awareness, 64% increase in consideration, 167% increase in use and 20% year-over-year increase in members. Key takeaways include the power of authenticity, hyper-local cultural relevance, and strategic media integration in driving both brand health and business outcomes. This campaign demonstrated that a David-sized credit union can achieve outsized impact when strategy, voice and execution align around the real lives of its audience.
Assets $250 million – $1 billion | Maumee, OH
The success of this campaign demonstrates how effective multi-channel marketing can be when combined with several well-researched target audiences and timely campaign offers. The continued success of our campaign, which lasted two quarters longer than originally planned due to member enthusiasm, was truly an example of how campaign success and meeting our members' needs are closely related. By focusing on addressing the immediate needs of our members, and by accounting for the different ways in which those needs might differ in each of our different target audiences, this campaign exceeded all expectations and became one of our most successful in recent years.
Assets greater than $1 billion | Atlanta, GA
To celebrate APCU/Center Parc Credit Union’s 100-year anniversary, we launched a year-long campaign that delivered $100,000 in giveaways as a thank-you to our members and community. Each quarter featured a new themed incentive tied to simple product openings, keeping entry barriers low while supporting growth across multiple product lines. We refreshed creative every quarter and amplified the campaign through paid search, paid social, and programmatic to maintain strong momentum all year. The response exceeded expectations—especially during the “Fund Your Dream” giveaway, where engagement was so high the winner even visited APCU/Center Parc to film his story. With $822K in annual digital spend, the campaign generated 17,000 application submissions from digital channels alone at an average cost of $200 per account, while also driving major year-over-year increases in website traffic and new users.
Assets $250 million – $1 billion | Bettendorf, IA
This campaign supported Ascentra's transition to a new card provider by clearly guiding more than 43,000 Visa® credit and debit cardholders from our legacy Fiserv cards to new cards and enhanced features through Velera. The strategy focused on proactive, clear, and member-centered communication across multiple channels to set expectations and outline any required actions. The objective was to complete the transition with minimal friction, confusion, or disruption, resulting in a smooth and successful launch.
Assets less than $250 million | Yuma, AZ
The "Auto Loan Off Track?" campaign was designed to reposition the credit union as a leader in our community in auto loans with a special low rate and high cash back incentive. Key takeaways are: Choosing three models, vehicles and local settings carefully resulted in reaching a wide range of personas in our market. Our media spend was modest yet effective due to smart digital media strategies and creative art directed to connect and empathize with potential borrowers. Leaning into our positive brand culture injected our auto loans with positive optimism which is appealing and differentiating in busy digital ad spaces.
Assets $250 million – $1 billion | Martinsville, WV
The campaign reinforced that a bold, playful creative approach paired with clear financial incentives can turn auto loan refinancing from a passive consideration into an immediate, action-driven decision. The postcard medium proved highly effective at cutting through digital clutter, delivering a clear value proposition at a glance and driving qualified traffic to both digital and in-branch application channels. Bayer Heritage FCU learned that direct mail remains a powerful conversion tool for complex financial products when supported by strong design, concise messaging, and integrated digital follow-up. By combining eye-catching creative with friction-reducing incentives, the campaign exceeded refinancing volume and engagement goals, outperforming expectations during a traditionally slower summer lending period, and validating Bayer Heritage FCU’s belief that fun, confident creative can deliver serious results.
Assets greater than $1 billion | Tukwila, WA
Spokane was a tough market to break into, so we made a bet: real people telling real stories would outperform simply flooding a market with advertising. Instead of using scripts and actors, we filmed real BECU members in their actual homes and workplaces, letting them tell their stories in their own words. Our :60 spots tested 2.5x better than our :30s at driving interest in BECU, and this showed us people want connection, not a sales pitch. The results affirm this reality: 13.1% membership growth, 3% year-over-year lift in total awareness, and 5x year-over-year lift for Spokane landing page visits. Spokane has plenty of credit unions. Now with BECU, they have another that listens deeply—and this approach is working for our cooperative and our members.
Assets greater than $1 billion | Tukwila, WA
This campaign demonstrated the power of a cohesive cross‑channel flow that connected physical and digital placements into one seamless member experience. By aligning email, splash pages, mobile banners, and statement messaging, BECU created a unified journey that met members wherever they were and reinforced the offer at every step. This omnichannel approach increased visibility and drove meaningful action, as members engaging with both email and splash channels achieved the highest conversion rates. Pairing digital placements with physical reminders ensured that even lower‑engagement or non‑digital users stayed aware of the offer, while digital‑first members benefited from a modernized email design and interactive poll that made the experience intuitive and relevant. The result was a member‑centered activation strategy that increased convenience, strengthened recall, and delivered strong performance: a 227% lift in email CTR, a 55% over‑goal purchase‑volume lift, and a 6% over‑goal reactivation rate.
Assets greater than $1 billion | Falcon Heights, MN
In 2025, Blaze Credit Union partnered with the University of Minnesota Alumni Association (UMAA) to connect with over half a million alumni while supporting student success and community impact. As the Official Partner, Blaze launched exclusive school-branded co-branded checks, debit cards, and signature Visa credit cards featuring the iconic University “M.” Cardholders also receive discounts at the UMN Alumni Market, made up of over 200 alumni-owned businesses. UMAA amplified Blaze’s reach through its website, e-newsletters, email campaigns, and quarterly magazine. Blaze also teamed up with legendary alumni Lindsay Whalen and Olympic gold medalist Gable Steveson, starring them in commercials that highlighted commitment to the University community. A multi-channel campaign – including digital ads, social media, billboards, in-branch signage, and game-day activations – generated strong engagement, with YouTube ads surpassing 3.7 million views. Every card purchase gives back, donating 0.25% to UMAA’s Student Success Fund to support students and graduates.
Assets $250 million – $1 billion | Alexandria, VA
This campaign proved that while brand trust matters, rates still drive action, especially in times of financial uncertainty. By A/B testing rate-focused and brand-focused creative across display and paid social, Commonwealth One let performance data guide strategy. The high-yield Kasasa Cash message consistently outperformed benchmarks, driving efficient traffic, strong engagement, and lower funnel conversions. At the same time, the brand-led creative played an important supporting role in reinforcing trust and community connection.
Together, the campaign delivered strong awareness, efficient engagement, and a measurable halo effect across other financial products, demonstrating how testing and clear value propositions can drive both immediate results and long-term growth.
Assets greater than $1 billion | Baton Rouge, LA
This campaign demonstrated the power of an integrated, community-focused approach to marketing. By combining digital media, on-campus activations, experiential events, and financial education, we created authentic connections with Southern University students, alumni, faculty, and fans. Partnering with student athletes and the Jaguar mascot allowed us to produce culturally relevant visuals that resonated across multiple channels, while stadium signage, Jumbotron videos, radio spots, and public address announcements amplified reach during moments of high engagement.
The campaign not only drove awareness and adoption of our co-branded debit and credit cards but also strengthened EFCU Financial’s reputation as a trusted, approachable financial partner. Key takeaways included the importance of blending education, entertainment, and brand visibility to create meaningful engagement and measurable results. By aligning our efforts with school pride and community values, we exceeded membership and engagement goals while building lasting relationships within Jaguar Nation.
Assets $250 million – $1 billion | Topeka, KS
The Debt Happens campaign proved that people don’t need louder financial marketing. Rather, they need reassurance, clarity and a trusted guide. By normalizing debt through relatable, humor-forward storytelling and pairing it with a consultative “we’ll help you figure it out” approach, we removed fear and hesitation from the first step. Using an integrated mix of digital, billboard, email, social, and a high-performing landing experience, the campaign didn’t just drive awareness—it drove action, portfolio growth, and stronger internal collaboration. We learned that when messaging feels human and judgment-free, consumers are more willing to engage, ask questions, and follow through.
The campaign exceeded expectations by delivering measurable loan growth across multiple products, generating over $6 million in new loan dollars, and creating operational efficiencies that turned marketing into meaningful conversations, not just impressions.
Assets $250 million – $1 billion | Altadena, CA
This campaign was deeply personal for us. Our employees volunteer at the San Dimas Raptor Rescue and we have a Board Member that works for the LA County Parks and Recreation, so partnering with LA County Parks and Recreation wasn’t just strategic - it was a passion project. We wanted to protect these magnificent birds of prey, raise awareness about the dangers they face, and help fund their return to the wild.
The response was incredible: the partnership generated significant buzz, attracted coverage across multiple channels, and drove impressive results—December membership growth surged 40.34% over December 2024. But beyond numbers, this effort strengthened ties with our primary SEG, showcased our commitment to community, and gave members a reason to feel proud of their choice. By aligning passion with purpose, we proved that marketing can do more than promote - it can protect, preserve, and inspire.
Assets greater than $1 billion | Houston, TX
Flash sales work for TVs, sneakers, and (as it turns out) financial products. When you give people four hours to lock in 4.50% APY or save 1% on a loan, they move fast. By close of day, we had brought in over $15.5 million in CD deposits and funded 93 loans in a single morning. The campaign cost us $86.74 in paid social ads and proved that there really are no rules for how to market CDs and car loans. We learned, with this promotion, that sometimes the best way to stand out is to borrow tactics from a completely different industry and make them your own.
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Assets greater than $1 billion | Muscle Shoals, AL
This campaign expanded Listerhill Credit Union’s longstanding partnership with the University of North Alabama by introducing the Keystone Signature and Keystone Platinum credit cards, building on the success of the existing Keystone Debit Card program. By aligning distinctive UNA‑inspired card designs with a cohesive, multi‑channel digital strategy, we created a seamless experience that emphasized both financial value and meaningful giveback to the university community. What stood out most was how consistent creative execution—across digital ads, video, social media, and a focused campaign landing page—drove measurable engagement and awareness.
The results far exceeded expectations, generating 1,009 new credit cards, surpassing both our base figure and marketing goal by wide margins. This campaign demonstrated that thoughtful design, strategic targeting, and authentic community partnership can break through competitive noise and deliver meaningful, measurable impact.
Assets $250 million – $1 billion | Houston, TX
Unusual Suspects proved that even in one of the most saturated banking markets, cultural relevance can outperform convention. By trading fine print for meme energy, Members Choice Credit Union transformed high-yield savings from a rational message into an emotional one. The campaign showed that humor and irreverence aren’t distractions in financial marketing—they’re accelerators of attention, memorability, and action. Using digital and social as cultural touchpoints allowed the brand to meet consumers where they already engage, turning a rate-driven conversation into something shareable and human.
The key takeaway: when brands stop talking like banks and start acting like people, they earn permission to be heard. Unusual Suspects didn’t just drive deposits; it challenged category norms, reshaped perceptions of what a credit union can sound like, and proved that bold creative thinking can level the playing field against much larger competitors.
Assets greater than $1 billion | Wichita, KS
Meritrust’s KU + KSU NIL campaign proved that long-term partnerships perform best when they are supported by premium creative and consistent video visibility. As the official financial well-being partner for Kansas Athletics and Kansas State Athletics, Meritrust partnered with Jalon Daniels (KU) and Avery Johnson (KSU) to spotlight its commitment to supporting student-athletes both on and off the field through financial wellness education and resources. The campaign ran from 9/1/25–12/31/25 and used a strategic mix of programmatic Connected TV and mobile video to reach students, alumni, fans, faculty, staff, and sports-engaged households across Kansas. With high video completion volume and strong view-through retention, the campaign successfully reinforced Meritrust as a trusted, community-rooted financial institution.
Key takeaway: NIL partnerships are most impactful when they authentically reflect a brand’s purpose and are delivered with a media plan built for reach, frequency, and meaningful engagement.
Assets greater than $1 billion | Sandy, UT
Everyone needs a checking account. But there’s something different at Mountain America. MyStyle Checking. Its benefits and rewards complement your unique lifestyle. With perks that no one can pass up. Enjoy sizzling restaurant deals, Peace-of-mind mobile phone protection, Timely telehealth services, Confidence-boosting identity protection, and clutch loan rate discounts. All at no extra cost. Get the checking account that has built-in lifelines for all lifestyles. Make MyStyle your lifestyle… Only at Mountain America Credit Union.
Assets $250 million – $1 billion | Bloomington, MN
As stated in the title "High Interest Credit Cards are a Pain in the @$$!" We intentionally timed this campaign to start after people got their January (Holiday Spend/Sticker Shock) credit card statements! The postcard and related collateral pieces were intended to invoke emotions of both pain and humor. And that seemed to resonate with many people.
The response was amazing! We poked a little fun at their expense but quickly offered OUR solution to make the pain go away while keeping money in their pockets long term! An unexpected surprise was when the daughter of the owner of a local recreational trailer company received OUR postcard, she loved it so much she called and asked us to be their financing partner with their customers! Closing in on $500,000 in loans with them because of this postcard campaign!
Assets $250 million – $1 billion | Middletown, OH
Our "We Don’t See a Credit Score. We See You." campaign cut through the competitive Southwest Ohio market by challenging the idea that imperfect credit defines your financial future. Reaching Members and non-members across multiple channels, MyUSA empowered individuals and families to access affordable credit, resulting in a 187% year-over-year increase in auto loans and a 367% increase in personal loans.
Assets greater than $1 billion | Plymouth, MI
We created a 360 brand campaign that inspires people to Dream Wild™ with us by showing how good it feels to take those first steps toward a seemingly impossible goal. The campaign featured Daisy bear, our logo and mascot, come to life. She acts as the inner voice of our heroes, urging them to act on their dreams and cheering them on as they triumphantly take that key first step. Featuring several CFCU firsts, like our first use of streaming tv and full-motion video branch screens, and hit all major mediums, from social and OLA video to email and in branch.
The campaign was a resounding success sparking a 15.9% jump in Q4 new memberships, a 52.79% spike in new membership growth for November at the height of the campaign, and a driving at 5.76% YOY Core Deposit growth which significantly exceeded our yearly goal.
Assets greater than $1 billion | Huntsville, AL
Our 2025 Youth Savings Match campaign gave families a clear reason to start saving for their children. The $200 match captured parents’ attention, while the fun, kid-friendly creative helped make the experience approachable. The promotion generated strong engagement across digital channels and in-branch touchpoints, showing that families are willing to take action when saving is simple and supported by a meaningful incentive. Overall, the campaign reinforced Redstone’s commitment to helping families build a strong financial foundation for the next generation.
Assets greater than $1 billion | Tustin, CA
Through a year‑round, Member‑first approach, this campaign aimed to offer support with clear, compassionate guidance that helped them spot and avoid scams ranging from tax and OTP fraud to DMV, impersonation and holiday schemes. By weaving simple, accessible education into everyday experiences through branch materials, eStatements, digital screens and a trusted online resource, we created a steady, reassuring presence that strengthened confidence, deepened awareness and helped Members feel protected throughout their financial journey.
Assets greater than $1 billion | Springfield, OR
This campaign brought SELCO’s digital banking story to life by showing how the app naturally supports real moments—not through technical instruction, but through human, relatable experiences. By blending SELCO’s warm, community-based brand personality with clear demonstrations of intuitive digital convenience, the campaign sought to reframe perceptions of what a local credit union can offer. The work reminded audiences that modern banking doesn’t have to be cold or impersonal. It can feel familiar, helpful, and rooted in everyday life. In doing so, the campaign strengthened trust and differentiated SELCO from large banks, digital-only competitors, and local credit unions, all while successfully showcasing how SELCO’s digital technology enhances members’ ability to “Live a Good Life.”
Assets $250 million – $1 billion | Houston, TX
"Smart Financial Credit Union broke through the saturated Houston market by blending high-tech innovation with high-touch nostalgia. "Smart Financial’s Greatest Hits" transformed dry financial products into a celebration of member dreams using AI-generated songs and a retro-inspired visual identity.
Key Takeaways:
- Differentiation: By trading generic rate-sheets for a playable 45 RPM vinyl record and jukebox imagery, we bypassed "brand fatigue" to create an emotional connection.
- Precision: Using data from Experian, YouTube, and other 3rd-party data sources, as well as internal member records, we reached high-equity homeowners with a message that made "impossible" dreams—like college or a backyard pool—attainable.
Results: The campaign exceeded expectations, driving significant brand awareness and new member growth by positioning us as a modern, tech-forward partner. By turning banking into the "soundtrack of success," Smart Financial proved that bold, creative risks can turn a commodity service into a chart-topping brand experience."
Assets greater than $1 billion | Lexington, KY
The simplest way to describe this campaign would be on the prominence and importance of the number 4. We had a brand-new High Yield Savings Account offering up to 4.00% APY, and we wanted everyone in central Kentucky to know that if they're saving for something, why not save FOUR something?
Our key takeaways were that a strong product will always resonate with your market, but that you can take it to the next level with a wide-ranging and entertaining advertising campaign. To emphasize this point, we opened 5,369 High Yield Saving Accounts during the first four months of the year with opening balances clearing $71,000,000 (the 12-month totals were 9,918 and over $128,000,000), with annual target of $100,000,000 in deposits being decisively cleared.
Assets $250 million – $1 billion | Knoxville, TN
The credit union’s marketing team created and managed this campaign. The branch teams were excited and engaged, demonstrated teamwork, and provided service to their members. They embraced this launch and used it as a tool to deepen relationships and provide a savings avenue that so many needed.
Assets greater than $1 billion | Bellingham, WA
WECU designed a highly competitive credit card for flourishing families, a consumer segment we prioritize for both acquisition and retention goals. Among many other benefits, this card rewards flourishing families for everyday essential purchases, driving loyalty and subsequent income for WECU. We worked closely with our product development and sales teams to ensure that the marketing strategy would be highly relevant and impactful for existing and new members - and that has really paid off! The Hive card now represents over 35% of consumer credit card sales, with over 1,300 new cards in the first 9 months.
Assets greater than $1 billion | Seattle, WA
The Easy Lending campaign brought Y-12’s brand promise of “ease” to life by introducing Clutch, an intuitive lending experience that removes friction at critical financial moments. By allowing members to view and apply for multiple lending options in one centralized platform, the campaign reframed borrowing as simple, transparent, and empowering. Leveraging engaging, approachable creative helped translate a behind-the-scenes technology enhancement into a clear member benefit, strengthening both awareness and adoption.
The campaign successfully deepened relationships with existing members while appealing to digitally savvy prospects frustrated by fragmented lending processes. Ultimately, Easy Lending exceeded its objectives by differentiating Y-12 in a crowded market, reinforcing its fun and accessible personality, and proving that when lending feels easier, members are more confident in their financial decisions.
