What is Rocket Earnings?
Rocket Companies is a public Detroit-based FinTech platform company that provides industry-leading real estate, mortgage and financial services. Because Rocket is a public entity, it must report on its earnings to investor every quarter.
Role
Art Direction | Design
Why this redesign?
Rocket Companies quarterly earnings graphics were misaligned with the new brand. The graphics lacked visual appeal, were stagnate and social impressions were increasing at a marginal rate. The challenge was to drive a 10% increase in LinkedIn impressions with visually appealing, dynamic graphics while leveraging data visualization and motion design.
What I would like to achieve
1. Craft designs that are brand aligned, visually appealing and dynamic
2. Increase social media impression and engagement
3. Create layouts that work for multiple social channels (LinkedIn & Twitter)
4. Translate abstract information using illustrations and data visualization
How I tackled it
1. Research & concept development
• Collected earnings posts and data visualization inspiration for insights
• Led creation of 2 unique concepts
• Presented research and concepts with key stakeholders
• Led creation of 2 unique concepts
• Presented research and concepts with key stakeholders
2. Design refinements
• Implemented stakeholder feedback
• Roughly animated some designs to showcase direction
• Roughly animated some designs to showcase direction
3. Reviews & feedback
• Reviewed designs with Marketing, PR, Legal and Investor Relations teams
• Presented concepts to Chief Marketing Officer and gained approval on final concept
• Presented concepts to Chief Marketing Officer and gained approval on final concept
4. Finalization & approval
• Met with motion designer and provided direction for animation
• Shared final animated files with key stockholders for final approval
• Ensured video files were optimized for various social media platforms
• Shared final animated files with key stockholders for final approval
• Ensured video files were optimized for various social media platforms
Time for the reveal 👀
Making an impact.
Just 3 weeks after launching the new designs, we saw more than 20% increase 🔥 in social impressions (beating the goal of 10%) compared to the previous quarter.
What I learned from this
After launching, we learned that LinkedIn's algorithm isn't necessarily based on when you post but rather if LinkedIn deems the content relevant to the account's followers at that time. So, someone scrolling on LinkedIn the day of earnings may see one of the four posts, and then see the other three a few weeks later, making the impression and engagement numbers inconsistent.
To prevent this issue in the future, I proposed and gained stakeholder alignment on doing a single post (as opposed to 4 posts) to increase both social impressions and engagement.
