Values-Driven Creative Meets Full-Funnel Performance Media
Combined across Google PMax and Meta over the flight.
Static creative outperformed on awareness reach and engagement, informing how each format is used going forward.
With clear direction for where to deepen that connection going forward.
Oklahoma Central Credit Union needed to drive qualified personal loan applications across Google and Meta, competing against banks and other credit unions all making similar promises: low rates, easy approval, fast funding. Rate and terms alone were not going to be the differentiator. The message had to land with the specific Tulsa-area member whom OCCU serves, and the media plan had to make every dollar count.
Before scaling media spend, AcrobatAnt worked with partner Aletheia Marketing & Media to run OCCU’s creative through Pluralytics, Aletheia’s values-driven content intelligence platform. The research built a lookalike benchmark of OCCU’s real target member and measured how the existing creative concepts aligned with what that member actually values, not just their demographics.
The finding: this audience is strongly driven by Hearth values—the sense that home, trust, and community come first. A personal loan is not just a financial product to this member. It is what makes the passion project happen, how the basement finally gets finished, and the peace of mind that comes with one manageable payment instead of several.
Working with Aletheia’s Pluralytics platform, AcrobatAnt built a lookalike audience benchmark for OCCU’s target member and measured the values signals, tone, and style already present across the existing creative mix. The analysis confirmed a solid baseline of alignment across every concept tested, with Hearth standing out as the dominant signal the audience responds to, well ahead of status or achievement-driven messaging. This gave the team a clear, research-backed direction: lean further into warmth, trust, and home rather than leading with rate and terms.
The creative system translated that insight into moments members recognize: the unfinished basement finally getting done, the passion project that has been on hold, the peace of mind of consolidating debt into one payment. The tone stayed clear, warm, and accessible rather than dense with financial jargon, reinforcing the sense that OCCU understands its members’ lives, not just their credit scores.
Google PMax and Meta ran side by side, with Meta split between an awareness objective and a conversion objective focused on “Apply Now” clicks. Both channels were treated as living campaigns rather than a set-it-and-forget-it media buy, with performance monitored and adjusted throughout the flight to keep efficiency and lead quality moving in the right direction.
Conversion-focused
Bidding strategy and asset extensions adjusted through the flight to keep efficiency moving in the right direction.
Awareness + conversion
Video and static creative rotated by objective, with video consistently the stronger driver of "Apply Now" clicks.
Pluralytics, powered by Aletheia
Values, tone, and audience alignment analysis that shaped the creative direction before media dollars were spent.
