Nations Lending is one of the fastest growing IMB’s (Independent Mortgage Bankers) in the country. Like other IMB’s, they’re faced with the challenge of trying to distinguish themselves from a sea of mostly identical competitors.
360˚campaign for - Nations Lending
As a national lender doing $8 billion on loan volume, you need two things to maintain growth when interest rates are at historical lows: homeowners to refinance, and loan officers to help them do it. The George was a B2C2B campaign with an initial goal of bringing in refi applications from across the country. Check. Next, pivot to target the country’s top-producing loan officers by capitalizing on the immense brand awareness and affinity generated by the consumer campaign. Check.
What We Did
Strategy
Brand Positioning / Creative Strategy
Digital
Web Dev. / Social / Paid
Production & Media Buying
Linear / OTT / OOH / Programatic
Public Relations
Earned Media / Comms
Tracking & Analytics
First Touch Attribution / Benchmark / SQL
Find the common thread. Unlike the competition, Nations is solely focused on creating the best user experience for both, borrowers and branch partners. The “George Treatment” is for everyone. Regardless of which side of the closing table they’re on.
Linear / OTT
OOH / Digital
We timed the launch of their campaign to coincide with the NBA All-Star Game in Cleveland, Ohio, Nations Lending’s home town.
From the moment visitors arrived at the airport, they were greeted with out-of-home ads featuring Dennis Rodman and George. The full-court press continued with a multi-channel approach that covered everything from social media, television ads, and out-of-home ads surrounding the arena.
The campaign was a slam dunk, generating significant buzz and boosting brand awareness for Nations Lending by at trackable 1000%.
Check out the B2B pivot
