Paulsen Creates Sweepstakes for AgStar Home Mortgage Services
June 5, 2015
June 5, 2015
AgStar’s Home Mortgage Services division partnered with Paulsen to develop an integrated campaign largely focused on digital.
The main objective was to raise awareness for AgStar’s Home Mortgage Services division. Paulsen proposed a sweepstakes with $20,000 set aside for an enticing grand prize.
First, we identified consumers and a targeted age range in AgStar’s 69-county service area. Next, we established a timeline to launch campaigns in both spring and fall of 2015.
With an audience and timeframe in hand, the creative team at Paulsen got to work. We created the Start Mapping Your Dream Sweepstakes, featuring a $20,000 cash grand prize. Campaign language included:
A hunting cabin in the woods, a small-town dream home, or perhaps a bare lot with a vision to build later – AgStar Home Mortgage Services division helps make unique dreams come true with some truly unique financing.
Tactics included a landing page, web banners, pay per click, press releases and relevant content.
Because this campaign was designed with the classic public relations objective – awareness – in mind, AgStar experts crafted and Paulsen copywriters reviewed a series of helpful articles for publishing via owned-media and native advertising throughout the campaign.
This campaign is ongoing. Current analytics show success, with click through rates as high as .35% on native content and over 1.5 million impressions served to date.