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 greater than $1 billion | Riverdale, UT
Our members frequently had questions about the types of credit cards they should get. This fun and friendly video explains the pros and cons of the most popular credit card types in less than two minutes. The video was shot in a vertical format for easier viewing on social channels, such as Instagram.
Assets greater than $1 billion | Birmingham, AL
This campaign powerfully demonstrated the impact of authentic storytelling in financial education by sharing a real member’s experience with fraud. By using both email and social media to reach our most vulnerable members, we raised awareness of fraud tactics and the importance of vigilance. The video’s relatability led to exceptional engagement across channels, including a 52.8% email open rate and over 71,000 video views, significantly expanding our message’s reach. Most importantly, the campaign strengthened trust in AmFirst by showcasing our genuine commitment to protecting members and providing support during crises. We learned that a respectful, member-driven approach can transform educational content into a compelling tool for both awareness and brand loyalty, exceeding expectations and setting a new benchmark for future communications efforts.
Assets greater than $1 billion | North Charleston, SC
This video was the cornerstone of our fraud prevention campaign. The objective of this five-week campaign was to educate members such that by campaign's end, they could articulate and apply preventative actions. We developed the THINK Method framework, which detailed five actionable fraud prevention steps where members were encouraged to demonstrate mastery of each step through weekly quizzes. To get attention, these lessons were taught by Essie, our fraud-fighting, cape wearing Boykin Spaniel and South Carolina’s beloved state dog. To incentivize participation, successful quiz completions unlocked weekly sweepstakes entries. Our 81.5% website quiz completion rate significantly outperformed the 65% industry benchmark for educational quizzes, demonstrating exceptional content design and member engagement. This metric validates that participants didn’t just start the learning journey—they completed it. The 6,945 members who updated passwords represent concrete behavioral change.
