Closer To What Matters

Rural 1st


Closer To What Matters

Lending company Rural 1st needed a fresh campaign as the brand rapidly expanded its footprint across the U.S. With more and more people seeking a country lifestyle over the big city, the “Closer To What Matters” campaign leverages the insight that country living doesn’t actually move you further out, it brings you closer together with family, community and nature.

SCOPE —Brand Strategy, Target Audience Definition, Creative Development, Content Production, Social Engagement

RESULTS — From unknown start up to legitimate category competitor

  • Despite industry holding flat, Rural 1st loan originations increased 146%
  • Drove significant lifts in brand awareness and consideration
  • Nearly doubled website traffic and leads vs pre-campaign period
Chicken Twitter Takeover – Following our spot, we had the chicken take over the Rural 1st twitter account.
Streaming video content
People don’t just haphazardly find themselves living in rural America. There’s a logic to the lifestyle. Our digital and print captured that logic.