HawaiiUSA Federal Credit Union Case Study
With over 130,000 members, HawaiiUSA is committed to strengthening communities and empowering Hawaiians with the tools and support needed to simplify their finances and achieve their goals.
To maximize HawaiiUSA's marketing potential, the bank sought to take advantage of co-branded student-athlete NIL, integrating it into their current promotional material. Through the campaign, the bank would amplify its financial literacy initiatives in the community, effectively increasing outreach and impact. By leveraging student-athletes, they could raise awareness and encourage wider adoption of HawaiiUSA's cash-back debit card.
HawaiiUSA successfully activated its campaign by leveraging six student-athletes native to Hawaii. These athletes participated in a professional photoshoot, showcasing their uniforms for captivating marketing collateral used in out-of-home displays and in-branch promotions. A social media campaign was launched, capitalizing on the student-athlete's influence to promote HawaiiUSA's debit card. Additionally, financial literacy events were organized at local elementary schools, fostering community engagement and empowering young students with essential financial knowledge.