Clearly communicate to to Gen Z & Millennials that TurboTax had a completely free product, TurboTax Free Edition.
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.
Our advice was, talking animals and Alphorns, logically.
The talking animals videos garnered 101.6 million impressions with 18.9k shares. And we created a branded effect on TikTok, called 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), it had a KPI engagement rate twice the benchmark with 2.17% versus only .95%.