Troup was asked to extend the existing TurboTax Free brand campaign (Free, free, free...) into other social and online channels. And to clearly communicate to Gen Z and Millennial simple filers that TurboTax Free Edition is, free.
With increasing competition in the free tax filing category, TurboTax Free wanted to maintain its hold on the category. As the “older” brand, it needed to find a way to remain relevant while reminding younger filers of its leadership and superiority.
The #TurboTaxAlphorn Challenge reached 1 billion impressions in its first weekend on TikTok, and ultimately ended with over 6 BILLION impressions. It drove 233,000 new visitor logins to TurboTax.com. And paid media of the Alphorn Challenge received 2.7 million ad clicks.