Financial advertising often focuses on rates and numbers. I wanted to focus on experience. To make the mortgage application process feel less intimidating for first-time homebuyers, I developed the concept "Pre-Qual at the Park," a two-part video campaign showing that getting pre-qualified for a mortgage doesn't require sitting behind a desk—it can be done from a park bench in about 15 minutes using only a smartphone.

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The first video launched as an 18-day pilot to drive traffic to the company's online mortgage application. Based on its success, I developed and launched a second, increasing click-through rate from 3.36% to 4.05%—an improvement of more than 20%—while reducing cost per click from $0.55 to $0.51. 

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The series delivered 49,000+ video views, 1,479 website visits, and 28,000+ cumulative reach, demonstrating the impact of content optimization and paid social strategy.