Bankrate's first national ad campaign since 1999, "For Every Next" tells the story of all of the life events that would bring you to our site. I was part of the small team that pushed to bring this campaign to life, and renew our relationship with consumers after many years away. You can read more about my impact on this project here.
We created several videos to flight on YouTube, Facebook, Instagram, and select OTT platforms. Video assets included a :30 brand hero, :30 mortgage spot, :15 brand hero, and several additional :15 spots highlighting our breadth of products.
The primary KPI for this campaign is brand awareness. As you'll see, the work is not functional or transactional, but rather emotional. It’s about introducing Bankrate to the world for the first time and giving them a flavor of who we are, as a company that’s here to guide you through life’s pivotal financial moments.
To give the campaign a real feeling of authenticity, we leveraged non-viral UGC sourced from YouTube. The clips run the emotional gamut, reflecting the human experience and hinting at the ways Bankrate can help you reach your "next" milestone.
To give the campaign extensibility, we also created a series of snackable, tonally diverse videos to promote across Facebook and Instagram.
We created a series of campaign-specific landing pages that serve to educate users on Bankrate's value propositions. Users who click through from an ad are directed to one of six landing pages. The LP they're routed to depends on which video they just watched. For example, our credit cards ads drive to our credit cards LP. Each LP features a drop-down component, where users can find tools and information for their unique financial needs.
Campaign Hero Landing Page
Creative Agency:
New Honor Society
New Honor Society
Bankrate VP of Marketing:
Christina Wells
Christina Wells
Bankrate Creative Director:
New Honor Society
New Honor Society
Roles:
Branding
Brand strategy
Creative direction
Creative strategy
Branding
Brand strategy
Creative direction
Creative strategy
Here's a blog that highlights my contributions to this campaign!