Twelve years into the partnership, the HELOC category had gone quiet. Rates looked the same across every competitor. Creative had flattened into category wallpaper. Advia needed to be the brand members actually chose — not the one they compared.
Home Equity / Brand Awareness
HELOC / Real People
$70.6M in HELOC volume. One month. — In March 2026, the campaign drove 1,763 new members and reset what growth could look like.
Context
The setup.
Move
What we did.
We cast real members instead of talent. We wrote the story around their lives instead of the product. And we pushed the campaign across a media mix built for attention: connected TV, social video, and a landing experience engineered to convert the moment intent arrived.
Result
What it moved.
March 2026 became Advia's strongest deposit month of the year. CD balances nearly doubled to $174.5M. HELOC scaled from near-zero to 666 applications and $70.6M in requested loan volume in a single month.
The landing page delivered a 478% surge in key events — proof that the right media mix, reaching the right audience at the right moment, still outperforms rate alone.
New members in March
1,763
Loan volume increase
23%
Sessions
360,500
In-branch visits
1,145
Channels
Hulu · Disney+ · Meta · Display · Retargeting · Peacock · OTT · TikTok · YouTube · Amazon Prime
