For Veterans Day 2021, Veterans United Home Loans — the nation’s #1 VA lender — launched a powerful multi-channel campaign to honor and celebrate the everyday contributions Veterans make to their communities. The brand gave away 11 mortgage-free homes to 11 deserving Veterans, including one grand prize winner through a national sweepstakes. This emotionally resonant campaign spanned Pre-Veterans Day, Day-Of, and Post-Veterans Day messaging, creating lasting impact, visibility, and engagement.
My Role: Digital Project Manager – Working closely with cross-functional teams from Performance Art (Toronto & NYC), internal/external creative partners, and the client (Missouri), I led end-to-end digital execution. Responsibilities included:
- Oversight of all creative and copywriting resources
(internal & external contributors) - Management of all digital assets and deployments, including:
- Yahoo & AOL login takeovers with embedded video
- Yahoo static & dynamic placements across Homepage, Sports & Finance sections
- Yahoo rotational billboard with video
- Yahoo pre-roll (desktop)
- Pushdown banner ads
- Facebook & Instagram Stories and Feed posts
- YouTube mastheads and animated banners (desktop & mobile)
- Twitter in-feed videos
- Animated/static display banners, retargeting units, and digital billboards
- Sweepstakes launch and post-campaign digital assets
- Testing & QA: Penetration, accessibility testing, and final deployment
- Vendor Coordination: Oversaw timelines and approvals across third-party platforms and media partners
Campaign Results:
- National sweepstakes generated strong engagement, culminating in 11 home giveaways
- Supported with high-profile appearances (e.g., NBA’s Muggsy Bogues, actor Rob Riggle) and robust earned media coverage
- Reinforced Veterans United’s brand purpose by spotlighting the real-life stories of Veterans shaping their communities
