2023 TurboTax - 'Leave It to the Experto'

Challenge

For the 2023 Tax Season, TurboTax was looking to do something big and

different to make Hispanic consumers see them as more than just a DIY solution. They aimed to showcase their bilingual experts’ offerings to prove that TurboTax is the best tax solution for their filing needs while driving awareness of their personalized services and new features.

Target | market

Bicultural Hispanics, tech-savvy Gen Z/young Millennials | National

Solution

A live activation and social video series led by a Latino influencer host who hit the streets in a branded pop-up truck and intercepted targeted Hispanic consumers, inviting them to experience TurboTax 'Live' Full Service and meet a TurboTax Expert in person. The entire experience was documented through video capsules, which were amplified across Instagram (IG) and TikTok (TT), driving scale, engagements & traffic.

Timing

Tax Season, Q1 2023

Key Elements

Full content production, management of Hispanic Influencer host, +10 content pieces, pop-up truck rental, wrap-up, full activation development and management, social media paid amplification

Key Results

19.8MM Impressions (1.6x higher than KPI)

18.9MM Video views (2x higher than KPI)

+243K Engagements (2.8x higher than benchmark)

67% Comment relevancy rate (2.2x higher than benchmark)

90% positive sentiment (1.7x higher than benchmark)