How the NFL helps Rocket sell mortgages — Casey Hurbis // Rocket Mortgage
Casey Hurbis
Rocket Mortgage
- Part 1Branding a personal finance rocketship — Casey Hurbis // Rocket Mortgage
- Part 2 How the NFL helps Rocket sell mortgages — Casey Hurbis // Rocket Mortgage
Show Notes
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02:44Behind the scenes of doing marketing campaigns at the highest levelHighest-level campaigns like a Superbowl spot can be exciting and terrifying. Its seven to eight months of planning, from ideation to finding the winning creative.
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04:34How do you decide on a winning creative for a Superbowl ad?The four criteria we utilize when thinking about Super Bowl are relevant, simple, unexpected, and epic.
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06:44How to structure your Superbowl campaign (timing and budgeting)It takes seven months of planning media costs, production costs, and the whole gamut. Make the campaign reusable for other campaigns.
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10:34What should the production percentage be?Have average cost per day, separate talent management from production
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13:06How to make collaboration work for youHave the self-awareness and data to understand who you're talking to and their power as a brand. Always let your brand partners be in the process or the weeds with you. It's genuinely developing a trust-based partnership from the very beginning and no difference, whether it's talent or another brand.
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19:46Working with external agencies to get resultsYou have to make sure you're developing a trust-based relationship because the pressure, tensions, and creative angst are high in Super Bowl. And you have to make sure that it's not just the CMO saying, this is what we're doing, and it has to be that true partnership.
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22:34How to quantify the social and organic reach that Superbowl bringsWhen it comes to Super Bowl, it's no longer just what's happening in the game before, during, and after. How do you quantify?
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29:04Planning your marketing for the futureAlways remind yourself that what got you where you are will not take you where you want to be. So, you always need to challenge yourself and test your ideas.
Quotes
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"Super Bowl as a marketer is the most exciting and terrifying 60 seconds of your career." - Casey Hurbis
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"When we commence a Super Bowl campaign, our creative team pitches, and we have a hundred folks in creative. Although we want our creative team to win, if you're going to the world's biggest stage, you better have the right idea. And so, we bring outside agencies to also compete for that. In July, we have about 150 ideas, whittle them down. Ultimately, around November-ish or early December, we're down to two or three different ideas generally with celebrities and talent." - Casey Hurbis
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"The four criteria we utilize when thinking about Super Bowl are relevant, simple, unexpected, and epic. I always say, is it Super Bowl-worthy? I want other CMOs or CEOs to walk into their building that Monday and go; why didn't we think about that? Or did you see what they did? Why didn't we come up with something like that? That's my goal." - Casey Hurbis
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"The budget is the media costs. I've seen some brands that only invest a little in production. And that's fine if that's your choice. We've always taken the tact that if you're going to step up to that stage, you have to go big. And we're not believers in doing anything that is one-and-done. I want to ensure that whatever we build for the Super Bowl is also campaign worthy." - Casey Hurbis
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"I've got an average cost per day. And when it comes to talent, we do a lot of research. Some talent can get very expensive, and some can ask for the moon, and they'll get it. It's all about supply and demand." - Casey Hurbis
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“You have to ensure you're developing a trust-based relationship because the pressure, tensions, and creative angst are high in Super Bowl. And you have to make sure that it's not just the CMO saying, this is what we're doing, and it has to be that true partnership.” - Casey Hurbis
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"When it comes to Super Bowl, it's no longer just what's happening in the game before, during, and after. How do you quantify? We don't release our spots before the game because we love waiting until the moment. We're getting 12, 15, and 20 million views, all organic earned media, no paid behind them utilizing our talent and partner channels." - Casey Hurbis
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"I always try to remind myself that what got us here will not get us there. You always need to challenge yourself on how we can look at doing it, whether it's brand, performance, or whatever it might be. Like how can we be different? What can you learn and test?" - Casey Hurbis
- Part 1Branding a personal finance rocketship — Casey Hurbis // Rocket Mortgage
- Part 2 How the NFL helps Rocket sell mortgages — Casey Hurbis // Rocket Mortgage
Up Next:
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Part 1Branding a personal finance rocketship — Casey Hurbis // Rocket Mortgage
It's every marketer's dream to build a brand that becomes a household name in fame and sales. Some marketers think it is about following the data and experimenting, while others believe the creative side of marketing is more important. Whichever group you belong to, here's a question: would you take a 20 million dollar bet on a 60 seconds Super Bowl ad spot, and how will you make it work? Listen to Casey Hurbis, CMO of Rocket Mortgage, as he talks about the science, art, and courage of building the Rocket Mortgage brand.
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Part 2How the NFL helps Rocket sell mortgages — Casey Hurbis // Rocket Mortgage
Your company is one huge marketing bet away from becoming a mega-brand; will you take it? Do you have the creative? Does the data give you the courage to take that bet? As exemplified by Rocket Mortgage's Superbowl campaigns, a lot goes into that process, and their CMO was on hand to tell all about it. Listen to Casey Hurbis, CMO of Rocket Mortgage, as he talks about how the NFL has helped Rocket sell mortgages.
