A home improvement project, like updating a kitchen, can be an exhausting proposition for home owners. Many don't know where to start and need inspiration and guidance. Knowing that only 27% of homeowners consider their budget prior to scoping their home improvement projects, it's important to reach homeowners early in the planning process prior to making final budget and financing decisions.
In an effort to generate awareness of Wells Fargo's Home Equity product offerings, we sought to create a campaign that would both inspire and educate and engage homeowners. The campaign would utilize renovation-focused content with engaging imagery and helpful financial guidance.
The Home Renovation campaign was designed to generate awareness of Wells Fargo's Home Equity product offerings in social media through renovation-focused content. The content led with inspiration and connected users to a landing page that offered guidance on ways to use equity to fund a remodel, presented different loan options, and offered tips and key considerations when planning and budgeting.
Social assets were created to demonstrate the eight Rs of Renovation: Reboot, Reinvest, Reimagine, Reduce, Refresh, Refurnish, Reorganize, and Repurpose. Each "R" represented a different space around the home that, based on research, was a commonly desired home renovation project. The assets illustrated a before and after transformation of the space via 15-second clips on Facebook, Twitter, and Instagram, GIFs on Google+, and static long-form pins on Pinterest. The call to action offered to users a custom, mobile-optimized landing page that integrated the social content with home equity product information, tips, and a loan application.
Knowing that Pinterest is central destination for anyone considering a renovation, we developed Pinterest-specific content and allocated media spend to the platform. This proved to give a valuable boost to the campaign.
Social Platform Mix
Paid Media: Facebook & Pinterest
Organic Channels: Twitter, Instagram, Google+
Key Performance Indicators: Impressions, CPM (cost per thousand impressions), % audience penetration
Our audience was captivated – even inspired - by posts that showed the renovation process from 'before' to 'after'. Motion played a significant part in gaining and keeping interest, but timing was also key. At roughly 15-seconds each with no words or audio, the videos conveyed the campaign message in a way that was easily consumed by the user.
The Home Renovation campaign drove extremely efficient performance on both Facebook and Pinterest, resulting in a 4x more efficient CPVV (cost per video view) on Facebook and a 1.7x more efficient CPC (cost per click) on Pinterest compared to benchmarks.
Facebook's Brand Awareness Optimization (BAO) bid type resulted in extremely high audience penetration at 92%, and helped drive extremely efficient CPVVs, well below benchmarks from periods prior.
The BAO bid type, using creative best practices, and aligning content with the platforms yielded highly efficient overall results.
Overall Campaign Results:
Facebook (paid):
Pinterest (paid):
Instagram (organic):
Google+ (organic):
Twitter (organic):
