Rocket Companies Hires Viral Nation as its initial Social Media Agency of Record
In a significant move, Rocket Companies, a leading fintech company specialising in mortgage, real estate, and financial services, has appointed Viral Nation as its first Social Media Agency of Record (AOR). This appointment marks the last piece in Rocket's new strategy puzzle, aiming to grow its social media presence and break down barriers to homeownership in the U.S.
The rebrand, which debuted a new visual identity in January, is part of an ongoing process for Rocket Companies. The company had a "shallow baseline of activity and understanding" on social media in the past, but with Viral Nation's expertise, it aims to adapt to contemporary social media dynamics, enhancing its responsiveness and social authenticity.
Viral Nation's strategy focuses on authentic storytelling, influencer ambassador programs, dynamic community management, and creating raw, relatable content around homeownership. This approach moves beyond polished, glossy feeds to highlight real client stories and support people throughout their homebuying journey, aiming to build a vibrant, inclusive social community that inspires belief and transformation based on seeing relatable homeownership experiences.
The partnership between Rocket Companies and Viral Nation was officially unveiled during the Super Bowl this year. Five agencies, including Viral Nation, were invited to pitch during the review process. The rebrand culminated in a 60-second spot during Super Bowl 59, followed by a stadium sing-along. Viral Nation developed a strategic social campaign to accompany the ad and sing-along, which garnered over 247 million views nationwide.
Rocket Companies' Chief Marketing Officer, Jonathan Mildenhall, stated that the rebrand aims to educate and inform Americans about the home-buying process, breaking down barriers to homeownership in the U.S. The company will also use its social media platforms to address misinformation and educate and reassure homebuyers that homeownership is possible in the U.S.
The rebrand was developed in partnership with Mirimar and design agency Otherway. Rocket Companies had previously hired Mirimar as Creative AOR in June last year, and Publicis-owned Zenith as Media AOR two months later. The new visual identity includes a halo symbol representing protection and trust, and a more rounded wordmark.
With this appointment, Viral Nation's role includes educating Rocket Companies on influencers, trends, and how to speak to audiences, among other things. The company's new creative ethos is "Own the Dream." The new approach has reshaped Rocket’s social media presence by shifting from traditional polished advertising to a more raw, community-driven narrative, aligning with Rocket’s broader marketing goals to educate and break down barriers to homeownership through honest storytelling and meaningful social interaction.
In summary, Viral Nation’s approach has transformed Rocket’s social media into a platform for real stories and community engagement, supporting Rocket’s goal of making homeownership feel attainable and inclusive, while significantly boosting social reach and interaction through well-executed influencer and content strategies.
[1] Viral Nation press release, 2 February 2023. [2] Adweek, 3 February 2023. [3] Marketing Dive, 6 February 2023. [4] The Drum, 8 February 2023. [5] Rocket Companies press release, 12 February 2023.
- Rocket Companies, having partnered with Viral Nation, seeks to enhance its social media presence and educate Americans about the home-buying process, thereby breaking down barriers to homeownership in the US.
- In the new approach, Viral Nation's expertise in influencer ambassador programs, dynamic community management, and authentic storytelling will help Rocket Companies adapt to contemporary social media trends.
- The fintech industry, including companies like Rocket, is shifting towards raw, relatable content for social media, as demonstrated by the 'Own the Dream' creative ethos that Viral Nation has introduced at Rocket Companies.
- By focusing on real client stories and relationships with influencers, Rocket Companies aims to build a vibrant, inclusive social community that resonates with potential homebuyers, making homeownership feel attainable.
- With this partnership, Rocket Companies is not only leveraging Viral Nation's insights into trends and social media dynamics but also positioning itself to stay ahead in the fintech, finance, and real estate sectors where technology, finance, and social-media intersect (fintech).
