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Casco Federal Credit Union Mobile Wallet Campaign
Targeted campaign exceeded the goal of a 5% year-over-year increase in debit card transactions.
Casco Federal Credit Union, headquartered in Gorham, Maine, launched a multi-target campaign in December to increase debit card usage and mobile wallet adoption to, ultimately, increase interchange income. They also wanted to change member debit card payments behavior beyond the promotional period to gain consistent top-of-wallet/top-of-app status for payments made in-app, online, or at point-of-sale.
Partnering with Synergent, Casco FCU set a S.M.A.R.T. goal to achieve a 5% year-over-year increase in average debit transactions during the campaign period. Using a seasonal theme with snowy backgrounds and photos that depicted card and mobile wallet use–behaviors they wanted members to adopt–the campaign used emails, postcards, and a landing page to deliver their offer to members: make 20 debit card transactions to be entered to win a $100 gift card.