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

2. Video Testimonial - Karen

3. Video Testimonial - Emiliano

4. Video Testimonial - Marycruz

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

6. Why Video Testimonials?

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

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

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

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

11. TV Spot from 2015

12. Web Banner Ads

13. Social Media

14. Video Pre-Roll

15. Program Website

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

17. 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)

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

19. Contact Information
Di Richardson,
CalHFA/CalHFA Mortgage Assistance Corporation
Office: (916) / Mobile: (916)
Steve Gallagher, Marketing & External Affairs Director
CalHFA Mortgage Assistance Corporation
Office: (916) / Mobile: (916)

20. Website
English: Spanish: