Organization:
Countrywide Home Loans
URL:
Background:
A wholly owned subsidiary of Bank of America Corporation, Countrywide Home Loans is America’s leading home loan provider. With nearly 40 years of experience in the mortgage business, Countrywide is committed to helping families achieve and sustain homeownership.
Critical Needs:
- Understand Hispanic online competitive landscape and user needs as it relates to homeownership
- Enhance Countrywide’s brand awareness in the Hispanic market
- Drive qualified, cost effective mortgage leads among online Hispanics
- Provide culturally relevant home ownership education to online Hispanics
Solutions:
- Conducted competitive audit and user research to understand Hispanic online mortgage landscape and Hispanic online user needs
- Planned, bought and optimized online media across several Hispanic portals and other online channels
- Developed Spanish language, culturally-relevant rich media advertising elements and landing pages
- Created Countrywide branded mortgage calculator widget and syndicated it on major Hispanic portals
- Wrote Spanish articles about home ownership topics of specific interest to Hispanics and syndicated them on major Hispanic portals
