Keep Your Home California Video Testimonial Ad Campaign

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Presentation transcript:

Keep Your Home California Video Testimonial Ad Campaign California Housing Finance Agency Di Richardson

Video Testimonial - Karen

Video Testimonial - Emiliano

Video Testimonial - Marycruz

Keep Your Home California Video Testimonials Six (6) homeowners’ stories Fourteen (14) Total Videos First aired in late April 2016

Why Video Testimonials?

Program Challenges Tough to tell KYHC story in short-form Trustworthiness Raise awareness Target audience

Strategy/Goals Centerpiece Cross utilization/branding Build trust Encourage more struggling homeowners to contact us

Design of Testimonials Easy for homeowners to participate Creative Efficient Leverage in multiple formats

Production Production was coordinated by our advertising agency Control the creative process Understand our goals Build off existing brand…

TV Spot from 2015

Web Banner Ads

Social Media

Video Pre-Roll

Program Website

Results How Did You Hear About Us? Leading to more qualified homeowners Impact on diverse audiences…

Cost Considerations Production Cost Return on Investment 5,418 people contacted KYHC due to “TV Commercial” since Video Testimonials began airing (May 2016 – August 2016)

Benefits Results thus far Ability to share real stories Meeting the demand Encouraging trust Potential “snowball” effect Replicable template

Contact Information Di Richardson, CalHFA/CalHFA Mortgage Assistance Corporation drichardson@calhfa.ca.gov Office: (916) 326-8082 / Mobile: (916) 835-2735 Steve Gallagher, Marketing & External Affairs Director CalHFA Mortgage Assistance Corporation skgallagher@calhfa.ca.gov Office: (916) 326-8612 / Mobile: (916) 709-0082

Website English: www.KeepYourHomeCalifornia.org Spanish: www.ConservaTuCasaCalifornia.org