- Campaign: Spring home lending
- Deliverables: Campaign microsite and custom content for each user journey
- Role: Copywriter
In years past, the annual mortgage and HELOC campaigns were combined into one. But these two different products also have very different target audiences. This year, we wanted to create two different campaigns to reflect the separate user journeys and the different benefits each product offers.
The resulting HELOC landing page allows users to self-select their own journey, based on how research tells us consumers use that product.
On those pages, we selected content based on research around what roadblocks were hindering consumers from converting. For instance, many consumers were skeptical about taking out a HELOC for home improvements because they weren’t sure the project would be worth it. The chart on the home improvement page shows users at a glance the ROI of various projects to emphasize how these projects (and the product) can add value to their homes.