REBRANDING AN INDUSTRY
We partnered with the American Land Title Association on a corporate rebranding campaign aimed at educating consumers and policymakers and shaping public perceptions of the industry.
Case Study
CHALLENGE
The American Land Title Association (ALTA), which represents an industry of more than 120,000 land title and settlement service professionals across the nation who have helped families and individuals on their path toward homeownership for nearly 115 years, engaged Marathon for a corporate rebranding campaign aimed at educating consumers and policymakers and shaping public perceptions of the industry.
SOLUTION
Leveraging extensive research, including collateral review and stakeholder interviews, we developed a rebrand strategy focused on telling ALTA’s story by illustrating the number one benefit title insurance provides to homeowners and lenders: Protection. Building upon this vision, we developed the campaign “Our Title Is Protection.” The campaign emphasized that Americans own many titles throughout their lives, and that title professionals were committed to helping them achieve one of their most important: “Homeowner.” Tapping title professionals to be the faces of the campaign also allowed ALTA members to become their own advocates. When members saw their own faces as protectors, it inspired them to spread the word through their networks — an authentic and organic appeal that would help the campaign evolve.
RESULTS
Through a sophisticated audience targeting campaign leveraging our in-house audience data, 272,840 social media impressions of the “Our Title Is Protection” content were served to ALTA followers and first-party data through Facebook and LinkedIn advertising as of September 1, 2020. Additionally, 143,731 impressions were served to district office political influencers and members of Congress through mobile and IP targeting. All told, our videos generated more than 97,000 completed views across all audiences, keeping a steady drumbeat of content in front of priority targets. And our content connected with our audiences: Mobile ads served to district office political influencers, for instance, received a 0.74 percent click-through rate — 4.7 times greater than the industry standard of 0.13 percent.
Recently, PRWeek named Marathon a finalist in the Best in Corporate Branding category for the “Our Title Is Protection” campaign with ALTA, while PRovoke Media named our ALTA campaign a finalist for a 2021 North American SABRE Award.
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