Digital Campaign
Fannie Mae’s Desktop Underwriter®
What is Desktop Underwriter®?
So…
Fannie Mae's automated mortgage loan underwriting system helps lenders efficiently complete credit risk assessments to establish a home loan's eligibility for sale and delivery.
As Desktop Underwriter (DU) has expanded with new features and improvements, the individual capabilities have made conversations with lenders more complex and dispersed the focus away from DU as a unified tool. Our goal was to reposition DU to highlight its overall value and competitive advantages in a clear and effective manner.
Concepting
We developed creative concepts for a unified narrative to be blown out across multiple platforms, totaling in 42 digital ads, 12 native ads, 3 social ads, 2 video ads, and 1 landing page. ‘Designed to Deliver’ was the winning direction for the campaign.
Digital banner ads
Social media ads
‘Lending Made Simple’ video
We created 15-second and 30-second videos focused on the platform-level messaging (Designed to Deliver) and introduced new enhancements that make lending simpler.
Native ads
The results
Within the first month of launch, the media has met or exceeded expectations, driving more lenders to the website in April than in the prior four months.
21K+ unique pageviews (once per session for each page) that the campaign pages were viewed.
.45%* CTR - the number of clicks our ads received, divided by the number of times ads are shown. *Overall forecasted CTR 0.35%
Credits
Kiley Mabry Associate Creative Director
Claire Dart Lead Art Director
Jaylynn Canales Art Director
Amanda Underwood Account Director
Dani Cummings Account Executive
Clay Knight Sr Copywriter
Vivian Le Sr Copywriter