Wells Fargo:
Now's Your Time
Mortgage Campaign
For Wells Fargo’s 2021 Mortgage campaign, we needed a way for first-time buyers to feel comfortable making the intimidating leap to homeownership. This led us to our concept, “Now’s your time.”
It used an emotional hook to remind our audience that they'd worked hard to save for a home that was uniquely theirs and that they were ready to buy. The Wells Fargo mortgage resources would be there to help.
Online video and social helped create the association between lending and Wells Fargo, while Native, a landing page, and display drove product consideration. I wrote all Native for the campaign (sampled below).
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Native: Video
Pre-qualification Tool
Copy options:
1. Get prequalified to quickly see how much home you may be able to afford (in layout)
2. Learn how much home you may be able to afford when you get prequalified now
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CTA:
Show me how (leads to video)
V1
Tap/Click Image to play video
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Copy options:
1. Prequalify now to see how much home you may be able to afford and start your search (in layout)
2. Start your home search by prequalifying online and seeing what you may be able to afford
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CTA:
Show me how (leads to video)
V2
Tap/Click Image to play video
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Low Down Payment Options
Copy options:
1. First-time buyer? Put as low as 3% down on a fixed-rate mortgage and start celebrating. (in layout)
2. Want to buy a home? Low down payment opportunities could help you reach your goal.
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CTA:
Show me how (leads to video)
V1
Tap/Click Image to play video
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Copy options:
1. Achieve your “first home” dreams — put as low as 3% down on a fixed-rate mortgage (in layout)
2. Step into a new home by taking advantage of our low down payment choices
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CTA:
Show me how (leads to video)
V2
Tap/Click Image to play video
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Home Mortgage Consultants
Copy options:
1. Have questions about the homebuying process? Our Home Mortgage Consultants can help. (in layout)
2. Our Home Mortgage Consultants can give you the guidance you’re looking for
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CTA:
Show me how (leads to video)
V1
Tap/Click Image to play video
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Copy options:
1. Our knowledgeable Home Mortgage Consultants can help you with the homebuying process (in layout)
2. Confidently take on your homebuying journey with our Home Mortgage Consultants
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CTA:
Show me how (leads to video)
V2
Tap/Click Image to play video
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Native: Carousel Display
Carousel V1
Frame 1 Header Copy Alt:
Prequalify online so you’ll already know how much home you may be able to afford
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Frame 3 Header Copy Alt:
Talk with a Home Mortgage Consultant to get answers to your homebuying questions
Frame 2 Header Copy Alt:
Move up move-in day — low down payment options could get you closer to a new home
Carousel V2
Frame 1 Header Copy Alt:
Get ready to step into a new home with our low down payment opportunities
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Frame 3 Header Copy Alt:
Quickly see how much home you may be able to afford when you get prequalified
Frame 2 Header Copy Alt:
Get answers to your questions from one of our knowledgeable Home Mortgage Consultants
Carousel V3
Frame 1 Header Copy Alt:
Our Home Mortgage Consultants can help you at each step of the homebuying process
Frame 3 Header Copy Alt:
With a variety of low down payment options, you’re closer to a new home than you think
Frame 2 Header Copy Alt:
Prequalifying shows you how much home you may be able to afford
Frame 1 Header Copy Alt:
Our Home Mortgage Consultants can help you at each step of the homebuying process
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Campaign Landing Page
The Native units took the user to the landing page below:
