Finance ad of the month (US): Navy Federal Credit Union

This month, Navy Federal Credit Union is the brand that achieved the highest uplift in its Ad Awareness.

The bank’s Ad Awareness score, which shows the number of people who saw an ad for a brand during a specific period, increased by 3-points from 9% to 12% between May 25 to June 23, 2021.

The rise in Ad Awareness coincides #MissionMilitaryThanks campaign which celebrates Military Appreciation Month. Throughout May, Navy Federal shared messages of appreciation on social media using the hashtag #MissionMilitaryThanks. Those who joined in on the celebration online had a chance to win $1,000. Participants posted photos of themselves and their favourite service member holding signs displaying the number of years they served in the military.

Navy Federal Credit Union has also seen a significant rise of 7 points in its net Impression score. According to the data, the bank’s Impression score (whether someone has a positive or negative impression of a brand) rose from 13.5 on April 1 to 16.5 on May 26. Another metric in which the bank has seen a considerable rise is the Recommendation score – a measure showing how likely customers/consumers are to recommend a particular product/service to family and friends. Applebee’s Recommendation score increased from =12.3 on May 26, 2021, to 15 points on June 25.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Navy Federal Credit Union Ad Awareness score is based on the question: Which of the following banks have you seen an advertisement for in the past two weeks? Scores are based on an average daily sample size of 2,400 US adults between May 25, 2021, to June 23, 2021. Figures are based on a 4-week moving average. Learn more about BrandIndex.