The Situation
Clearly communicate to to Gen Z & Millennials that TurboTax had a completely free product, TurboTax Free Edition.
The Ask
It was clear that the assignment needed to break out of the mold of what they’ve done in the past and establish their tone on social media, specifically TikTok. With no real history of provocative content, this was our opportunity to make something great.
The Answer
Talking animals, clearly.
The Results
These adorably fast tracked videos garnered 101.6 million impressions with 18.9k shares and far superseded what TikTok or the brand thought was possible given the time and budget limitations.
The Situation
We now needed to top our previous (above) success story, and get Gen Z to care about and take notice of TurboTax Free Edition.
The Ask
Blow us away.
The Answer
We created a branded effect on TikTok, called The Alphorn Challenge.
The Results
In addition to hitting 6.7 billion impressions (5.7 billion above what was initially quoted by TikTok per the media buy), it had a KPI engagement rate twice the benchmark with 2.17% versus only .95%. Also, there were +1.07MM individual creators (25% above benchmark).
And oh yeah, we blew them away as well as the internal brand team at TikTok.
