Case Study: First Entertainment Credit Union launches CineFi with R\West to reach entertainment professionals

First Entertainment Credit Union launches CineFi in Georgia with R\West

First Entertainment Credit Union, a financial institution serving entertainment professionals, wanted to launch a digital-first banking platform. They partnered with R\West to bring this new platform, named CineFi, to market.

R\West developed a fully integrated launch strategy, positioning CineFi as a distinct standalone brand. They piloted the platform in Georgia as a test market, using a phased campaign and coordinated paid and organic social media to drive adoption. The vendor also created educational content like the Money Mentors video series to build trust, successfully establishing the new brand for national expansion.

First Entertainment Credit Union