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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

#RealMoneyTalk

Entered in Financial Services

Objective

In 2020, Intuit Turbo had low brand awareness and share of voice in the crowded personal finance space. 

The brand launched a large-scale social WOM campaign to provoke, amplify and extend consumer conversations via an integrated campaign that was rooted in the consumer insight that so many people deal with their personal finances alone or only with their spouse. It’s not part of our culture to talk about finances -- even with close friends and family members. Therefore consumers often feel lonely as they navigate financial challenges, and they don’t truly know where they stand.

Intuit Turbo leaned into this insight and encouraged consumers to get real about their financial challenges by sharing #RealMoneyTalk about building savings, paying off debt and boosting their credit scores.

Strategy

The #RealMoneyTalk campaign acknowledged that money can be scary. But it shouldn't have to be. It reinforced the brand value of empowering consumers to take charge of their financial health and the brand promise of giving them the confidence to find their path forward. 

The implementation of the campaign included: 

Results

The campaign delivered on the objectives of building brand awareness and driving share of voice in the competitive personal finance space, delivering the following results: 

Media

Produced by

Intuit Consumer Group, The OutCast Agency

Entry Credits

About the Shorty Awards

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