Connecting Guaranteed Rate with Diverse US Communities

Content Marketing, Creative, Research ·

North America ·

Finance

Testimonial

You guys nailed it. This is spot-on with what we have been thinking about doing. I love it!

Executive Director Diverse Segments

Challenge

Guaranteed Rate, a US-based residential mortgage company, wanted to authentically connect with Hispanic/Latino and Black/African-American prospective customers to drive more loan applications.

To do so effectively, it needed a partner that deeply understood the unique needs of these diverse communities and could develop a strategy that would resonate with them.

Solution

We embraced the challenge and delivered a comprehensive campaign:

Conducted in-depth research into the local market and target audiences.
Created original assets—both imagery and copy—in the relevant languages (not translations) to ensure maximum cultural relevance and impact.
A/B tested all content prior to launch, using our closed network of testers to gather feedback on imagery and messaging.
Produced a full library of assets for use across a variety of marketing initiatives.