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Special Project

Special Project
From the 13th Annual Shorty Awards

TurboTax #W2Step TikTok Hashtag Challenge

Finalist in TikTok


The Super Bowl is a key moment in time for Intuit TurboTax, as it takes place during a critical moment in tax season. In 2020, Intuit TurboTax executed a cross-channel campaign to amplify and drive engagement around the brand’s Super Bowl commercial, which highlighted TurboTax’s brand value with an engaging music video with a catchy song and simple dance that reminded consumers that “All People Are Tax People.” Given the fun, fresh nature of the commercial creative, Intuit TurboTax made a strategic decision to leverage TikTok to drive massive engagement around the ad, encouraging consumers to join the fun and do the dance, which we dubbed the #W2Step.

Strategy and Execution

 In early 2020, TikTok was still considered to be an emerging social platform, from a brand marketing perspective. At the time, it had over 800 million active users worldwide, and was the 4th most popular free iPhone app download in 2019. Given the growing popularity of this platform, the Intuit TurboTax team tapped into the consumer insight that dance videos are one of the most popular categories of user-generated content on TikTok, and leveraged that insight to drive massive consumer engagement around the dance-focused creative featured in the Super Bowl commercial. 

The team used several tactics to effectively translate the commercial from television to TikTo, including: 


 The goal of this execution was to drive consumer engagement around the TurboTax “All People Are Tax People” Super Bowl commercial. The campaign fulfilled our objectives, and exceeded our goals, delivering the following results:   


Entrant Company / Organization Name

Intuit TurboTax, Wieden+Kennedy, The OutCast Agency


Entry Credits