90% of Hispanic/Latino business owners say their family inspired them to start a business and 95% of successful Hispanic/Latino business owners say their community has contributed to their success. For Hispanic Heritage Month 2023, Intuit TurboTax sought to recognize and highlight the contributions of individuals to the Hispanic community by partnering with Telescope for the #ProsperidadLatina social give-back campaign and sweepstakes. The goal was to shine a spotlight on those who have empowered and inspired us through tough times and have contributed to our personal prosperity, by nominating and recognizing those who have made a positive impact in our lives and the community.
In order to drive excitement and foster engagement, TurboTax #ProseperidadLatina put the call out via their blog and social platforms to celebrate Hispanic Heritage Month in recognizing someone that empowered you, for the chance for you both to win a $2,500 prize. With a focus on creating User Generated Content, the target audience was asked to visit a custom microsite with Telescope’s Upic Product with Image Uploader and Fan Feed Gallery to upload a personal photo, select from one of the bilingual filters as an overlay and then prompted to “write in” details about their nominee or use pre-selected copy from a dropdown. Users then had the option to download and share their image via Facebook and Twitter directly from the application with the #ProsperidadLatina hashtag, and final images were displayed in a moderated Fan Feed gallery. The continued selection of weekly winners kept the target audience engaged and coming back for additional chances to win.
The campaign provided an opportunity for data capture, as upon submission users were asked to submit required form fields that included full name, username (for gallery), email address, phone number and checkbox that confirming the person is over 18. The result was an impressive 30% proactive opt-in rate to the TurboTax database.
More importantly, the #ProsperidadLatina delivered on a meaningful and culturally relevant campaign that celebrated, elevated and rewarded Hispanics making a difference in people’s lives, the community and the culture.
