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.
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:
Teaming up with celebrity talent to create compelling video content and drive media coverage
Telling the stories of everyday people, who shared #RealMoneyTalk about their own financial challenges
Creating an engaging multimedia content series featuring videos and static imagery to highlight
Amplifying organic content with paid media
Launching a UCG sweeps to encourage engagement
Engaging digital influencers to share their own #RealMoneyTalk, and inspire their followers to join the conversation
Creating a campaign landing page to provide a digital destination for all campaign content
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:
+29M video views
11M social engagements
+100M media impressions
11K UGC entries