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RFP Request for YouTube Video Project
A large national mortgage provider is launching an organic social creative video campaign to engage current and potential borrowers seeking mortgage and home financing solutions. The initiative will be focused on creating videos This campaign will use YouTube videos to build brand awareness, answer user questions, and drive engagement and action for customers. The content will focus on providing detailed answers on products and pain points that users experience, and connect a user to next steps. Project Goals: • Customers: Help customers understand complex mortgage issues in a relatable way and enable users to take a next step in their homebuying journey. Deliverables: • Video Creative: Videos focused on answering user questions. We don’t have a preference for style at this point, but animation, voice over stock footage, live action or a mix are possible solutions. • Platforms: YouTube (with potential for cross-platform usage). • Format: Mid-form videos ranging from 2-to-10 minutes • Content Themes: Relatable language, answer questions, and connect to next steps with clear CTAs. Audience Overview: • Customers: Homebuyers in various life stages (first-time buyers, repeat buyers, refinancers) who want to better understand different aspects of the process in simple English. Timing: • Phase 1: 10 videos that we consider must-haves. Delivery can be flexible depending on schedules, but we would like to have all 10 within eight weeks of kickoff. Our team can provide guidance on scripts or full scripts depending on creative needs. • Additional Phases: Will be dependent on the completion and success of Phase 1. Success Metrics: • Video engagement rates (views, clicks, shares). • Conversion actions (e.g., inquiries, applications, or referrals). • Feedback from customers on impact.