The goals of this campaign included increasing positive sentiment by embedding home purchase focused brand messaging within comedic and diverting content that was directly connected to a positive social trend (Halloween) and to increase touchpoints with our brand by pushing individuals to our brand landing page, where they had the opportunity to move forward with a lead or to engage with our other content offerings and tools.
During this 2019 campaign the Rocket Mortgage brand message was: “By making the complex mortgage process simple, Rocket Mortgage® has created a home loan experience centered around the client, so they can focus on what really matters, turning their house into home.”
To achieve our objectives while ensuring that the campaign creative remained true to the social space, we opted to create a fake television show, entitled “From House to Home” that our Rocket Mortgage was the sponsor for. This ensured that logo placements and brand messaging could be worked directly into the creative without feeling obtrusive or disrupting the narrative. The home tour theme also allowed us to have talent talk directly to camera, tapping into the blogger trend, the tendency for people to stop scrolling in feed when they see a human face, and allowed us to directly tell individuals to click or swipe up.
All work was designed to stand out in the social space by being cut purposely for each platform, with the contrast between typical horror tropes and the home channel style used to visually capture attention in-feed. While the full-length asset was run on Twitter, Facebook, and Instagram, the majority of paid spend was put towards teaser creative that was designed to push people to a landing page where the full-length piece lived. These assets ran across Facebook, Twitter, Instagram, Instagram stories and Snapchat.
The landing page was developed with our video in the main header, and the option to get a mortgage right next to it. This placement ensured that people who arrived on site were given exactly what they were looking for, while also providing them with the opportunity to complete a transaction with us. Other educational content for those less likely to put in for a mortgage was put underneath.
In total, the campaign resulted in over 7,550,000 total impressions and 847,927 total engagements for the creative and the Rocket Mortgage brand. CPLC was 44% below benchmark with CPV 33% below benchmark. View through Rate was also 45% hirer than similar content pieces. The landing page had a 1:05 minute average time on site, a large increase from other brand landing pages.
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