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Rocket Companies designates Viral Nation as its initial Agency of Record for Social Media Management

Brands will focus on collaborating with platforms and content creators to connect and instruct potential homebuyers.

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Rocket Companies Hires Viral Nation as Their Initial Social Media Agency of Record
Rocket Companies Hires Viral Nation as Their Initial Social Media Agency of Record

Rocket Companies designates Viral Nation as its initial Agency of Record for Social Media Management

Rocket Companies, a leading fintech company offering mortgage, real estate, and financial services, has taken a significant step in its rebranding journey by appointing Viral Nation as its first social media agency of record (AOR). This strategic move aims to bolster Rocket's social media presence and break down barriers to homeownership in the U.S. through education and information.

A New Approach to Storytelling

Viral Nation, known for its expertise in influencer marketing and community engagement, has implemented a strategic approach to transform Rocket's social media presence. The core strategy involves a shift from polished advertisements to raw storytelling, focusing on showcasing real client stories and the journeys of everyday home-seekers and homebuying experts. This honest storytelling aims to resonate with potential homeowners, making the dream of homeownership more relatable and accessible.

Amplifying the "Own the Dream" Campaign

The partnership was pivotal in amplifying Rocket's "Own the Dream" campaign, which was launched during Super Bowl 59. The campaign, accompanied by a 60-second spot and a stadium sing-along to John Denver's 1971 song "Take Me Home, Country Roads," garnered over 247 million views nationwide and sparked widespread conversations across social media platforms.

Enhancing Community Engagement and Messaging

The partnership has had several key impacts on Rocket Companies' social media presence and messaging. It has shifted Rocket's social media messaging from traditional polished advertising to a more authentic and relatable storytelling approach. This change is aimed at breaking down barriers to homeownership by making the dream more accessible and personalized. By focusing on real stories and creating a welcoming community, Rocket has seen an increase in engagement and brand loyalty.

Strategic Alignment with Broader Business Goals

The partnership aligns with Rocket's broader strategic moves, such as the acquisition of Redfin and the planned acquisition of Mr. Cooper Group Inc., aiming to enhance market positioning and service offerings in the real estate and mortgage sectors.

In conclusion, the partnership between Rocket Companies and Viral Nation has transformed Rocket's social media landscape by leveraging authentic storytelling and community engagement to build a movement around homeownership. Through raw storytelling, influencer marketing, and community engagement, Rocket Companies aims to grow its social media presence, educate Americans about the home-buying process, and make homeownership more accessible and personalized.

[1] [2] [3] [4] [5] (Sources)

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