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 $250 million – $1 billion | Lexington, MA
By highlighting genuine interactions and quick problem-solving, this video helps demystify financial services by showing—not just telling—how dedicated, knowledgeable, and member-first our staff is. The video uses humor and fast-paced clips to stand out from impersonal, sales-heavy content. This video succeeded in attracting largely non-followers, with a personal best engagement rate of almost 15% and a click-through rate of 10% on LinkedIn.
Assets greater than $1 billion | Portsmouth, NH
If a picture is worth a thousand words, a video is worth a million. Using video to tell the story of Service Credit Union's Project Elf made it that much more impactful and resonant with our audience. Not only did the videos provide smiles, they showed the true community impact of the effort, and the difference credit unions make. We are extremely proud of this annual effort, which brings toys to hundreds of kids in New Hampshire while also supporting local businesses, and were thrilled to be able to share that story with thousands using a fun and engaging series on social media.
Assets greater than $1 billion | Onalaska, WI
Mortgage Monday was produced as a recurring social media video series, featuring short, easy-to-follow episodes focused on one mortgage topic at a time. Topics included common questions, misconceptions, and practical tips, delivered in a conversational, approachable tone. Videos were branded consistently and optimized for digital viewing, allowing viewers to quickly understand the topic and value of each episode. The series format created familiarity and reliability, encouraging repeat viewing and long-term engagement rather than one-time clicks.
Assets greater than $1 billion | Birmingham, AL
This campaign demonstrated the power of short-form social video to quickly educate and engage members about a valuable new benefit—Early Pay. By combining boosted and organic content across Facebook and Instagram, we surpassed our goals for reach and engagement, generating over 95,000 views and significant member interaction. We learned that concise, visually engaging messaging resonates strongly and can drive awareness even with modest paid support. The campaign’s success reinforced that members appreciate clear communication about benefits that make their financial lives easier and that social video is an effective, scalable way for credit unions to deliver important service updates in a crowded digital landscape. Ultimately, the campaign not only met but exceeded expectations, confirming social platforms as essential tools for timely, impactful member communication.
Assets greater than $1 billion | Birmingham, AL
This campaign proved how powerful in-house, short-form video can be for connecting the community and driving real impact. By producing and sharing authentic stories featuring four local nonprofits, we inspired engagement far above industry norms and raised $160,000 to support their missions. We learned that creative, cost-efficient content, rooted in genuine local relationships, outperforms more traditional approaches, especially when the focus is on elevating others’ work rather than self-promotion. Our content resonated deeply, as shown by an average video engagement rate of 8.45%, demonstrating that people value stories about community impact. Ultimately, the campaign exceeded our goals for both fundraising and engagement while strengthening AmFirst’s role as a true community partner and trusted resource for our audience.
Assets greater than $1 billion | Longview, WA
We receive a steady stream of wonderful member reviews, and we wanted to share them in a way that feels true to our brand: light, cheeky, and fun. That’s why we brought our familiar radio voice, Clint, on camera to give our brand voice a face and deepen recognition. His polished “faux sophisticated” look, dry humor, and classical background music turn straightforward testimonials into entertaining, rewatchable moments. We carried the same cheeky tone into the social copy to keep it playful and on-brand. Overall, the series celebrates member praise without taking ourselves too seriously, humanizing the credit union, strengthening our reputation, boosting awareness, and engaging viewers with content that feels authentic, relatable, and distinctly Fibre Family.
Assets $250 million – $1 billion | Shelbyville, TN
You never know what challenge awaits you when you arrive at work every day. You might just have to produce your most impactful video of the year to save untold amounts of fraud losses, all before lunch.
Assets greater than $1 billion | Tucson, AZ
Hughes approached short-form video the same way people experience social media—quick, casual and driven by real voices. By putting employees on camera without scripts and using familiar social formats, the content felt native and distinctly local. Across 20 videos, the series generated more than 60,000 impressions, 90,000 video views and 16,000 engagements across Facebook, Instagram and TikTok. The result was content that favored connection over polish, reinforcing Hughes’ role in the community and keeping the credit union top of mind throughout 2025.
Assets greater than $1 billion | Atlanta, GA
The “Meet the Branch Manager” campaign brought our branch leadership team to life through authentic, short-form storytelling. By introducing members to the faces behind their local branches, we strengthened trust and deepened community connections. Seven videos under 90 seconds generated 7,899 plays, 543 engagements, and strong watch times, proving that people connect with people, not institutions. With a combined audience of 13,602 followers, the campaign achieved an engagement rate of 3.27% and views equal to 58% of our total follower base, significantly outperforming typical organic benchmarks. Part of a larger series that delivered 20,300 views and nearly 33 hours of watch time, this campaign exceeded expectations by driving engagement organically and reinforcing LGE’s promise of personalized service. Our key takeaway: short-form video is a powerful medium for humanizing our brand and differentiating us from competitors while staying true to our mission of serving the community.
Assets $250 million – $1 billion | Alpena, MI
The top goal for “Don’t Be A Target For Fraud” was to create a campaign that people would want to watch and share. When fraudsters target people for a scam, there are often key indicators that qualify the situation as a definite case of fraud. Northland illustrated each of these indicators with a target growing larger each time a qualifying factor was determined. We learned that creating a short, funny video was a great way to grab attention of viewers to best educate them on real life scams that are happening. This campaign exceeded our expectations with the amount of positive feed back received by viewers and social media likes.
Assets $250 million – $1 billion | Southfield, MI
Drive-Thru Smarter ITM Launch turned a complex technology rollout into a simple, member-friendly story. Instead of just installing machines, we built a full promotion around them. Custom wraps, toppers, and banners gave every ITM a clear identity that matched our brand. A dedicated web page, email, app messaging, and branch materials answered common questions in plain language. The star of the campaign was a short-form video series that featured a classic VW bus and one of our employees using the ITM in real time. Members could see precisely what would happen when they pulled up to the screen and how to connect with a live teller, make deposits, transfer funds, and pay loans. The campaign reduced anxiety about new technology, shortened lobby lines, and reinforced that People Driven Credit Union can offer modern tools while keeping the human touch at the center.
Assets greater than $1 billion | Eau Claire, WI
Royal Credit Union partnered with Team Hebert Curling to create an authentic, community-driven campaign that blends financial education with the strategy and excitement of Olympic-level sport. By connecting curling’s core principles—strategy, precision, and teamwork—with smart money management, we delivered financial tips in a fun, memorable, and relatable way. Through short-form reels, behind-the-scenes content, and athlete testimonials, the campaign showcased how managing money requires the same thoughtful approach athletes use in competition. A mix of Reels, Instagram collaborations, and curling-themed trivia expanded our reach and strengthened engagement across social platforms. Each piece positioned Royal as a trusted partner supporting real people as they pursue their personal goals, financial wellbeing, and dreams beyond the ice. This campaign elevated brand awareness, highlighted key Royal products, and reinforced our commitment to creative, community-focused financial education.
Assets $250 million – $1 billion | Woodland, CA
Using toxic breakups as a metaphor, we showed how consolidating debt can strengthen your financial relationship.
