Rocket Mortgage’s CMO Will Discuss Super Bowl Ad Strategy at ANA Influencer Conference

Leah Marshall What inspired the campaigns and the decision to leverage influencers for themCasey Hurbis We39re an inhouse agency so even when we pull in other groups to pitch concepts and eventually bring our spot to life we always focus on brand messaging and business objectives 2020 had a lot going on amp8211 both in the housing marketing and the world at large amp8211 so we asked ourselves quotWhat is the right message to get out to the home buying public and is the Super Bowl the proper channel for that messagequot That led to a serious evaluation of the messaging we were potentially putting out to the largest broadcast audience in the country There was a lot of soul searching involved because we didn39t want to appear tone deaf during a pandemic but also understood that our brand typically isn39t too serious in the advertising space We vetted a lot of creative concepts some serious some playful and some that were causeoriented In the end quotCertain Is Betterquot really hit the right tone for us and was a clear winner It was funny fast paced and talked about the certainty we pride ourselves in bringing to our clients From there it was all about finding the right talent and influencersMarshall How did Rocket approach its process of influencer selection and ultimately land on the influencers it selectedHurbis We always focus on creative first Is it the story we want to tell Is it epic fun informative and Super Bowlworthy Those are the questions we ask ourselves before even thinking about talent and influencers Then it was all about finding people who fit into the world of our spot and with our brand Rocket Mortgage has never had talent in an ad for talent39s sake The influencers comedians and superstars we work with need to be able to extend our brand messaging rather than just simply being a big name That meant mining for talent who have real comedy chops and a relatability that would ensure they could logically be associated with a mortgage companyFor Rocket Mortgage Super Bowl Squares we took that attitude and expanded it to influencers who are big voices in not only the football world but also industries outside the traditional sports realm When we first launched Squares in 2020 it was an immense success but we realized so many participants were fans of the game This year we wanted to blow that out of the water so we extended ourselves to lifestyle influencers and even the Spanishspeaking population amp8211 something we didn39t do in its first iteration Sweepstakes naturally attract large audiences and we wanted to be intentional in guaranteeing that we were offering that halfmilliondollar grand prize to as many people as possibleMarshall What were the success metrics established in advance and notable campaign outcomesHurbis For the Rocket Mortgage Super Bowl Squares the success metric is really easy to define amp8211 we wanted to drive site visits to the site and entries as well as some more nittygritty down funnel stats We could track it all on the back end to see which posts and influencers were performing and that also let us shift our budget to different platforms as needed We took optimization very seriously and were able to give an even larger number of people the opportunity to enter from year one to two because of itA Super Bowl campaign is about sentiment and hype so it39s a lot less direct You39re looking at things like views impressions shares comments etc as you try to piece together a picture of how people felt about your work With influencers you want to have a strong idea of how their content normally performs but also set realistic expectations since it39s branded We were looking for a happy balance in this aspect That39s why we focus so much on getting direct input from the influencers themselves They know their audience best and how to generate content they will interact with most That39s one of the reasons they39re such an amazing asset and were a major part of our overall 33 billion media impressions for the quotCertain Is Betterquot campaignClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Rocket Mortgage’s CMO Will Discuss Super Bowl Ad Strategy at ANA Influencer Conference

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Rocket Mortgage’s CMO Will Discuss Super Bowl Ad Strategy at ANA Influencer Conference

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