TurboTax Free Edition wanted to grab the attention of Gen Z & Millennials, and they wanted Troup’s help. Our advice was, talking animals and Alphorns, logically.
From the project kickoff it was clear that the assignment needed to break out of the mold of what they’ve done in the past: essentially establish their tone on social media, specifically TikTok. We launched in January with 5 videos of animals talking that garnered over 20 million impressions a piece, and followed up with the #TurboTaxAlphorn Challenge that dropped on March 11th.
Garnering approximately 6.7 BILLION impressions during it’s run, there’s a good chance the Alphorn Challenge is sure to be a new benchmark for a branded effect on TikTok.
Interruptive and engaging.
The Free Videos garnered 101.6 million impressions with 18.9k shares.
And The Alphorn Challenge in addition to hitting 6.7 billion impressions (5.7 billion above what was initially quoted by TikTok per the media buy), had a KPI engagement rate hit twice the benchmark of 2.17% versus benchmark of only .95%.