Services
- Graphic Design
- Copywriting
- Marketing Campaign
Overview
Since 2023, M Agency has partnered with Tacoma/Pierce County Habitat for Humanity (TPCHH) to help make the dream of homeownership more visible—and more attainable—for Pierce County renters.
Faced with rising rent, limited inventory, and historic housing disparities, TPCHH needed a bold digital strategy to reach qualified families who often didn’t see themselves as potential homeowners. To do this we needed to raise awareness of their equitable Homeownership program.
Through data-informed iteration, A/B testing, and continuous creative refinement, we helped their message reach the right people—consistently exceeding industry benchmarks and building momentum year over year.
This case study explores how we evolved TPCHH’s campaign through strategic testing, targeted messaging, and design optimizations—culminating in their highest-ever engagement rates and stronger community connection.
An Evolving Strategy
We didn’t approach this like a traditional ad campaign. Instead, we treated it like a live lab—identifying friction, rapidly testing creative solutions, and using real-time data to sharpen our strategy over time. Our goal was to deliver stronger results with each round.
Messaging Variations
The strongest campaigns don’t say more. They say what matters—better.
From the very beginning, we leaned into clarity and confidence. Short, benefit-forward phrases like “Stop Paying Rent” and “Own a Home for $1,600/mo” consistently outperformed more generic appeals. As we refined the creative, we kept the copy stable while testing other variables—building trust and reinforcing value.
Design Variations
Over time, we tested multiple visual refinements—from bold graphics to branded palettes, photo swaps to layout shifts. Small changes (like using photos of real families or switching from solid to branded colors) drove big engagement shifts. Each round of creative introduced thoughtful updates that reflected the lived experiences of our audience.
When performance dipped, we course-corrected in real time. We learned that representation isn’t just a value – it’s a performance driver.
A/B Testing Framework
Our testing strategy was simple: change one thing at a time.
In one flight, we tested two headlines with the same design. In the next, two visuals with the same message. This controlled testing environment gave us reliable insights and allowed us to confidently scale what worked.
Audience Targeting
We were intentional from day one. We built our campaign around the families most aligned with Habitat’s criteria—renters earning at least $60K/year with a 620+ credit score.
Audiences that matched these benchmarks (especially BIPOC families and single-parent households) consistently clicked at higher rates.
When certain segments underperformed (like “families”), we pulled back and reallocated spend in real time.
Creative Timeline: Iterating Toward Impact
We treated the campaign as a living system. Each flight became a chance to test, learn, and refine. What followed was a three-year evolution in strategy, design, and performance—driven by data, creativity, and collaboration.
This timeline showcases how we continuously refined creative to improve engagement and reach more qualified audiences.
This campaign was about meeting people where they are—on their phones, in moments of financial pressure or housing uncertainty—and showing them a path to homeownership opportunities they may never have realized they qualified for.
Through creative iteration, strategic targeting, and relentless optimization, we helped TPCHH’s message not only reach the right people—but resonate with them. And we’re not done yet.
Let’s Grow Your Reach
If you’re looking to meet your audiences where they are through thoughtful, strategic digital campaigns – let’s build something meaningful together!