Wisconsin Housing Economic Development Association (WHEDA)
“More Like Home” Campaign
A community-first campaign for home repair and renewal.
The Wisconsin Housing and Economic Development Authority (WHEDA) sought to launch its Home Repair & Renewal Loan Program, a solution designed to help homeowners finance essential repairs and improvements. The challenge was to create a campaign that would not only raise awareness but also drive real-action – loan applications – while ensuring inclusivity for Spanish-speaking audiences. WHEDA partnered with CMRignite to transform this initiative into a compelling, community-driven story.
CMRignite supported the launch with research, two campaign concepts, and a refreshed brand identity. Deliverables included a lender-facing branding kit, a mobile-optimized bilingual microsite, a 60-second explainer video in English and Spanish, and supporting flyers and social content.
Within weeks of launch, the campaign delivered strong results, drawing 7,500 microsite visits — nearly half from mobile users — and generating robust social engagement, including over 2,100 Facebook video plays and hundreds of explainer video views in both English and Spanish. More importantly, it drove action: 50 Home R&R loans totaling $2 million were registered within two weeks.
