BBM25: Redwood's Steve Greig Talks Reaching New Audiences with Influencers...

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Steve Greig, Senior Vice President Marketing & Communications at Redwood Credit Union, joined us in the Studio Lounge to share highlights takeaways from his conference session on "Creating Connection: Reaching New Audiences Through Influencer Partnerships."

In particular, Steve talked about how influencer partnerships are crucial for credit unions aiming to connect with younger audiences.

He provided an example of one of the credit union's successful collaboration with influencer Erica ,showcasing how social media can enhance brand visibility.

Steve addressed how authenticity in influencer marketing is essential, as it fosters community engagement and builds brand trust. Credit unions can expand their reach and effectiveness by aligning with influencers who share their values and exploring more partnerships in the future.

Q&A
What is the main focus of the session that Steve Greig will be presenting?
Steve Greig's session is titled 'Creating Connection: Reaching New Audiences Through Influencer Partnerships', focusing on leveraging influencer marketing.
What were the key data points that influenced Redwood's marketing strategy?
The three key data points were: only 3% of checking accounts opened by credit unions in 2024, the average age of credit union members being 50 years, and Chase spending $5 billion on marketing.
How did Redwood Credit Union measure the success of their influencer marketing test?
The test with influencer Erica resulted in a 75% increase in Instagram followers and drove 30% of traffic to their join RCU page within the first 24 hours.
What unique approach did Erica take in her influencer role for Redwood?
Erica shared her personal experience as a member and involved her daughter in opening a youth account, creating an authentic and relatable narrative.
What advice does Steve Greig offer to credit unions considering influencer marketing?
He advises credit unions to explore influencer partnerships that fit their size and audience, emphasizing that even smaller influencers can be effective.
How does Redwood ensure authenticity in their influencer partnerships?
Redwood looks for influencers who share their values and can engage authentically with their audience, rather than just focusing on follower count.

Check it out and let us know your thoughts. And be sure to watch all our Studio Lounge episodes from Filene's big.bright.minds on our episode archive page -- as well as visiting our sponsors who support our conference coverage: Filene, Origence, Abacus, Backbone, and "Despite Impossible" podcast.