"Money Like a Woman"

About This Project

Summary

Money Like a Woman is not a campaign—it’s a movement. Like credit unions that rally around affinity groups, it unites women—the 51% majority of the U.S. population—into a powerful community of influence. It celebrates financial leadership from the household to the boardroom and amplifies it nationally. Rooted in FourLeaf Federal Credit Union’s Long Island legacy, the idea fuels expansion with an anthem film and digital hub that boldly call women everywhere to join.

Goals & Objectives

Drive brand differentiation by aligning purpose with profit. Break-thru communications raise awareness and drive brand favorability amongst women and all those that support them.

Results & Impact

After three months in-market, audiences were 50% more likely to rate the brand as favorable, unique and likely to consider. The movement drove a 20% increase in website traffic.