Made in Tyeal

Case Studies

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Southeast Mortgage’s #GoGooRu Campaign

 

The Situation

Millennials and home ownership

Southeast Mortgage has been in business for 25 years and was built from the ground up in Atlanta, Georgia. They since have grown to 19 locations and counting throughout the South East and their mission is to give consumers a choice between Banks and Brokers with great service and the competent advice that clients deserve. To expand their clientele Southeast Mortgage had a goal reach more millennials and gain 100 mortgage loan pre approval applications in the month of June 2019. The problem? Millennials aren’t interested in home ownership. Several long-term macroeconomic trends have made homeownership a difficult goal for millennials to attain. Much of the generation came of age during or in the aftermath of the Great Recession, resulting in limited opportunities and stagnant wage growth in the crucial early stages of millennials’ careers. 

 
 
 

The Solution

Financial literacy and influencer marketing

The 30-day #GoGooRu campaign broke down high level information around the process of home ownership in an easy and approachable way for millennials to engage and learn. The campaign consistent of a combination of experiential events and financial literacy workshops, guerrilla marketing in key Atlanta neighborhoods, merchandise and monetary giveaways, multi-media content across social media and activating over 30 local influencers and celebrities. We created a dedicated landing page for the main event and directed all social traffic to the landing page to generate leads and collect email addresses. The solution was to bring the conversation directly to the millennial who is not only interested in future home ownership but inspired to take their financial future into their own hands. 

the success

100 applications and life changing knowledge

The campaign was a major success and the streets of Atlanta now recognize Southeast Mortgage and their team of loan officers and realtors as the go to place for homeownership assistance. We generated over 100 applications for mortgage loan pre approvals and connected the Southeast Mortgage team with eager and excited millennials for future relationships. We activated over 30 local influencers with a combined social reach of 2.1M, tracked over 100 posts across social media and collected about 600 email address over 30-days. We met our goal of receiving 100 mortgage loan pre approval applications 3 days before the final event.


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xoNecole’s ElevateHER Crawl presented by Toyota Corolla

 

the situation

ATL and female entrepreneurs

Necole Kane relocated to Atlanta, Georgia and rebranded her business, xoNecole to cater to black women who are dedicated to leveling up their business and lifestyles. As a part of this rebrand Necole wanted to move into the experiential lane. And create an ElevateHER Business Crawl to support women owned brands and celebrate the four year anniversary of xoNecole and everything the brand stands for. With Atlanta being a new market for Necole the xoNecole team had to really capitalize on the power of social media to reach a wide audience of like-minded women in Atlanta who would be interested in attending the event.

the solution

Statistic driven story telling

In order to tell the story and capture the attention of potential attendees, xoNecole’s team led with a statistic driven storytelling strategy. We shared a series of infographic style posts across all platforms that addressed the state of black female entrepreneurship and the level of success they are achieving in business. This approach allowed us to take a moment to say “we see you” to the ladies we wanted to celebrate at the event. The next level of strategy was announcing and promoting the speakers and business owners who would be in attendance through a combination of Instagram story takeovers and social media graphics that were cross promoted on talent profiles.

photography by Carol Rose

the success

A room of black girl magic

As a result of xoNecole’s social media and digital team and the support of Made in Tyeal, our 360 digital strategy that included social media, email marketing and influencer partnerships we sold out of our 900 tickets for the inaugural ElevateHER event in Atlanta, GA. The recap content from the day of the event has been the best performing content for the month. It was a huge success and women from around the country are already asking about when and where the next one will be taking place. 90% vendors who sold products at the event sold out of their inventory and reported in our post event survey that their expectations were met and exceeded. To maintain the energy and spirit of community we created a Facebook group for event attendees and future attendees and the group gained over 200 members in the first week of promotion.