It helped us identify where to put our creative, but, because we are always obsessed with finding a better way, we also pushed ourselves to extend into new placements and channels. We have a lot of historical data around performance from previous campaigns and leveraged that to our benefit. What channels were used to promote the campaign, including both Rocket’s and the influencers? Sweepstakes naturally attract large audiences, and we wanted to be intentional in guaranteeing that we were offering that half-million-dollar grand prize to as many people as possible. This year, we wanted to blow that out of the water, so we extended ourselves to lifestyle influencers and even the Spanish-speaking population – something we didn’t do in its first iteration. When we first launched Squares in 2020, it was an immense success, but we realized so many participants were fans of the game. That meant mining for talent who have real comedy chops and a relatability that would ensure they could logically be associated with a mortgage company.įor 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. 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. Rocket Mortgage has never had talent in an ad for talent’s sake. Then it was all about finding people who fit into the world of our spot and with our brand. Is it the story we want to tell? Is it epic, fun, informative and Super Bowl-worthy? Those are the questions we ask ourselves before even thinking about talent and influencers. How did Rocket approach its process of influencer selection and ultimately land on the influencers it selected?

From there it was all about finding the right talent and influencers. It was funny, fast paced and talked about the certainty we pride ourselves in bringing to our clients. In the end, “Certain Is Better” really hit the right tone for us and was a clear winner. We vetted a lot of creative concepts, some serious, some playful and some that were cause-oriented. There was a lot of soul searching involved because we didn’t want to appear tone deaf during a pandemic, but also understood that our brand typically isn’t too serious in the advertising space. 2020 had a lot going on - both in the housing marketing and the world at large - so we asked ourselves, “What is the right message to get out to the home buying public, and is the Super Bowl the proper channel for that message?” That led to a serious evaluation of the messaging we were potentially putting out to the largest broadcast audience in the country. We’re an in-house 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. What inspired the campaigns and the decision to leverage influencers for them? Casey spoke with the ANA in advance of the event to preview the vision behind the campaign and its outcomes. Casey will touch on the power of influencers for Rocket Mortgage, and how their in-house agency team leverages them to amplify the brand of nation's largest mortgage lender. At the 2021 ANA Influencer Marketing Conference Presented by TikTok, Casey Hurbis, CMO at Rocket Mortgage, will be sharing how Rocket brought, not just one, but two Super Bowl commercials to life and landed the top two rankings on USA Today's Ad Meter.

Who won rocket mortgage squares 2021