Social advertising campaign targeted new home owners, refinancers, and those with growing home needs, resulting in increased awareness and loans from the credit union.
Challenge
The credit union sought to promote their new home loan product. This new product promises custom support in finding the best loan to a very broad audience. In order to execute an effective awareness campaign to a large audience in a metropolitan area, precise audience targeting and message design was of critical importance.
Audience
Individuals who live within 50 miles of the primary market who are likely to move and in need of a home loan.
Research
Refine target segments and craft messaging and graphics that would resonate with each stage of home ownership.
Insights
Refinance/Downsize: Individuals later in life who own their own home, have online behavior that suggests they are likely to move, and are interested in a variety of house listing sites (homes.com, Zillow, Trulia, etc.).
First Time Homeowners: Young adults who do not own their own home but their behavior suggests they are likely to move and are first time home buyers.
Growing Home Needs: Individuals who are married parents and are interested in buying a house, currently own a house, and are likely to move.
Solution and Execution
In order to effectively deliver ads that genuinely resonated with the audience and the needs they have, we:
- Developed unique ad sets based on the three primary stages of home ownership
- Paired each ad set with a product that the segment would most likely to be interested in, and
- Crafted messaging and graphics that communicate the solution the credit union has to offer
Results
- Total Reach: 46,952
- Website Clicks: 662
- Cost per result: $1.51
- CPM: $12.55
- Website Sessions: 509
- Website Users: 360
- Loan Inquiries (emails, phone calls, form fills): 13
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