American Home Shield

Medium: Lead generation landing pages for paid search campaigns.
Date: 2012
My Role: Lead creative strategy, set the tone, provide goals, and manage brand integrity
Title: VP, Creative Director
Employer: Response Mine Interactive

The first example below is of seasonal creative. We wanted to and capitalize on the challenges and cost risks associated with homeownership in the summer and winter seasons. Here are two examples that ran and performed well.


There was a robust effort towards A/B split testing to improve conversion rates program-wide. These pages were a simple headline test to see if or control saying "Request A FREE Quote" could be beaten by "Protect Your Home & Budget." 

The hypothesis is that the emotion of protectionism would translate into conversion lift. The confidence score was low, but we also wanted to add to our psychographic profiles. That's the thing about testing;  it always provides value to the program.