In 2023, I oversaw concepting and messaging for a 4-month social sprint promoting Rocket Mortgage’s ONE+ home loan product, offering qualified home buyers the option to put 1% down on a home with private mortgage insurance covered. Each week, we ran 4-6 different concepts on Meta, Instagram and TikTok, carrying over the winning ad units to the following week and optimizing as we went. On a zero-dollar budget (aside from the ad placements), we produced homemade videos and banner ads that contributed to 61% of Rocket’s purchase loan volume for the year.
