A campaign for Cambrian Credit Union that proved an informed home buyer is a happy home buyer

Sherpa led the way on a digital campaign for Cambrian Credit Union for their mortgages across search and social marketing channels—driving measurable and significant increases in booked mortgage applications. Booked mortgages depend on many other variables than the campaign. That’s an ROI you can take to the bank.

When Cambrian chose to partner with Sherpa to launch a campaign promoting their new mortgage offers, Sherpa was challenged with defining a new Cambrian mortgage creative that could be leveraged across all mortgage assets and tactics.

Sherpa’s creative team made use of Cambrian’s brand colours and took a new spin on their historic use of illustration within ad campaigns.

The goal was to present positive messaging and show examples of the aspirational living spaces Manitobans were striving for. The types of ads the audience were served was dependent on their age, demographic, and geography within Winnipeg. Each potential homeowner was presented with a message and home style that would closely match their stage in life; helping to connect and make them feel confident in banking with Cambrian.
Phones Website

Website Design and User-Experience

Sherpa delivered a state-of-the-art, industry-leading website—that stayed true to Cambrian's bright and cheerful brand.

In addition to a new look and feel for the mortgage pages on the website, the user's experience was totally revamped. A prospective mortgage client was now able to browse by intent. Choosing the page most relevant to them brought the user to a custom landing page with tools, resources and promotions tailored for their buyer persona.

Web Application Design

Cambrian's goal of providing useful tools for their members inspired their desire for a dynamic calculator to help new buyers know what they can afford. Cambrian designed  and created the calculator - Sherpa did the graphic design and coding to allow an easy way for users to generate an estimated mortgage amount and estimated mortgage payment before meeting with a mortgage specialist.

The results for the user were then paired with useful resources to learn more about the home buying process and the offers available to them. This allowed Cambrian to achieve their goal of allowing members to become more financially literate with Cambrian’s support.
Home Affordability Calculator

Keeping Content Interesting, Keeping Content Useful

To fight ad fatigue across all media channels, Sherpa created a strategy to deploy multiple media assets across various channels. These assets varied in style and included the following types: promotional video, promotional static and educational. Within the competitive spring/summer mortgage market, Cambrian wanted to have a relevant spend, and to portray a supportive and encouraging tone throughout all media channels.

Sherpa suggested engaging users with a combination of SEM and Social ads with motion and static images to keep users interested, but also aimed to leverage Cambrian's robust content hub to create education ad assets tailored for each audience’s needs.

The Results

Campaign performance was broken down into two KPI buckets so we could measure the effectiveness of digital channels and ads throughout the campaign.

  1. Positive Website Activity*
  2. High Purchase Intent Actions (HPI)*
*As a financial institution, Cambrian limits access to their organization’s data by third parties.
Positive website activity included mortgage calculator usage and PDF downloads, while HPIs occurred when users completed an action further down the sales funnel (ex. Online Loan Applications).

Cambrian used internal data to cross-tabulate booked mortgages with Sherpa’s data to begin attributing real data to the customer journey. Measurable elements of this journey, like the percentage of booked mortgages that derived from the Home Affordability Calculator, helped with on-going A/B tests and appropriate attribution to Sherpa’s marketing efforts.

We can report that due to the new tools and increased focus on customer personas, Cambrian reported a substantial increase in booked mortgages and a wildly positive ROI compared to the previous year.

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