Rocket Mortgage's new marketing campaign, featuring John Denver's iconic song, marks the beginning of a comprehensive rebranding initiative aimed at integrating its various subsidiaries. The next phase, the 'Own the Dream manifesto,' is set to be unveiled during an NBA game broadcast on ESPN. Rocket's recent 10-K filing illustrates the financial pressures the company faces due to rising interest rates, leading to reduced revenues and necessitating a strategic shift in marketing budgets, which have sharply decreased from over a billion dollars two years prior.
The ambitious campaign by Rocket, featuring John Denver's song, represents the start of a rebranding strategy aimed at unifying various companies under its umbrella.
The next phase of Rocket's marketing, called the Own the Dream manifesto, will air during an NBA matchup, extending the message initiated in a Super Bowl ad.
Rocket's latest 10-K filing shows a significant drop in marketing expenditures, indicating challenges in maintaining mortgage volumes amid high-interest rates.
The company’s advertising expenses plummeted from $1.2 billion in 2021 to just $7.36 million in 2023 due to reduced performance marketing.
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