Financial wellness is often left out of the wellness conversation — especially for Gen Z, who crave financial literacy but are underserved with practical, relatable guidance. Our objective was clear: reimagine financial wellness for a new generation, positioning Intuit as their trusted partner, with influencers as the bridge. Success meant surpassing prior campaign benchmarks using micro-influencers, and sparking engagement — key KPIs that shows authenticity drives impact.
Research showed 58% of 18–35-year-olds are already folding financial habits into their wellness routines — a white space where Intuit’s end-to-end ecosystem could shine. It’s also shown that Gen Z trusts influencers more than brands. We united Intuit’s four cornerstone products (TurboTax, Credit Karma, Quickbooks, MailChimp) under one transformative narrative for our influencers. Focusing on financial wellness aligned perfectly with Intuit's mission of powering financial prosperity, which goes beyond bank balances and credit scores—it starts with our mindset and relationship with money. And with January as Financial Wellness Month, the moment was right to introduce a new kind of growth: personal and financial.
We partnered with creators navigating pivotal financial moments — rebuilding after breakups, managing first six-figure deals, launching new businesses — each striving to reframe their relationship with money. They weren’t polished experts; they were relatable, aspirational, and real. Through Ease Intuit, we made Intuit part of conversations where financial brands rarely get invited — honest, personal, and profoundly resonant.
Ease Intuit wasn't about another sponsored influencer trip — it was a strategically crafted experience rooted in three pillars: authentic creator selection, immersive experience design, and platform-optimized content strategy.
We recognized Gen Z audiences are engaged with creators who are open about navigating real financial milestones more than polished finance experts. Rather than pursuing high-follower creators, we issued casting calls and leveraged our talent connections to curate a group of six up-and-coming influencers all facing pivotal money moments — managing first six-figure book deals, launching businesses, rebuilding their finances after breakups— to ensure content felt genuine, not promotional, and that this experience would actually be meaningful for them.
A major challenge was navigating multiple external factors: the nearby LA wildfires threatening the venue, the presidential election dominating social media attention, and ongoing TikTok uncertainty—all while coordinating creators flying in from across the country for this first-of-its-kind retreat. We aligned with influencers to strategically hold on sharing content until social listening deemed it was safe to proceed with posting. Movement partnered with The Mint Collective to quickly and flawlessly execute event logistics, while licensed financial therapist Lindsay Bryan-Podvin collaborated on retreat programming, bringing essential expertise and credibility to each of our sessions.
The two-day Joshua Tree experience blended wellness moments (yoga, sound baths, essential oil blending, horseback riding) with practical financial sessions tailored to each creator's journey and Intuit's ecosystem. Technical planning, unique sessions and a stunning backdrop maximized content capture, building in moments for TikToks, Instagram Stories, and longer-form videos.
"Ease Intuit" was not just a branded retreat—it was an innovative financial wellness experience that redefined how Gen Z can thrive financially with Intuit’s support. Held against the backdrop of Joshua Tree’s desert landscape, the retreat immersed creators in a transformative journey designed to generate authentic, high-impact content that resonated deeply with their audiences.
What set this campaign apart was its intentional design. The retreat was structured to be engaging and restorative, not a typical conference or brand trip. We integrated wellness moments with interactive financial workshops, ensuring creators had the space to reflect, recharge, and build meaningful connections. Morning sessions encouraged financial self-discovery, perfect for reflective TikToks, while afternoon workshops focused on practical, tutorial-style content showcasing how Intuit’s tools could directly benefit creators. Evening campfire conversations sparked candid money discussions that resulted in long-form content.
Each creator’s unique voice shaped their content, from Cecil Horton’s relatable take on spending triggers to Georgia Ferraris’ aspirational goal-setting. This creator-first strategy yielded over 100 authentic content pieces, positioning financial wellness as approachable and aspirational, not intimidating.
The retreat demonstrated the value of Intuit’s full product suite: from TurboTax’s entrepreneurial tax tips to QuickBooks and Mailchimp’s tools for goal-setting and sustainable growth. This cohesive approach drove remarkable engagement—Georgia Ferraris’ financial self-discovery reel reached 1.2M impressions with a 9.38% engagement rate, while Grace Lemire’s content saw engagement rates as high as 29.68%.
"Ease Intuit" exceeded expectations and category benchmarks, delivering 14.1M views, 10.3M impressions, 372K engagements, and 60K clicks across platforms – proving that financial content can drive entertainment-level engagement when delivered through authentic voices.
Strategic creator selection drove exceptional performance:
Instagram Reels emerged as the campaign’s most successful format, delivering a 3.80% engagement rate and driving 99% of paid engagements. The campaign outperformed Intuit's previous efforts by 114%.
The campaign’s success was also fueled by organic connections made by the influencers. From the first night, they connected naturally and formed a genuine bond.
AutoCamp's aesthetic provided the perfect backdrop for content. Creating a unique experience organically made people want to capture content, and the valuable lessons were so share-worthy that influencers eagerly shared takeaways with their followers. Even the agency and clients found themselves taking notes during sessions.
Audience comments like "This seems like such a vibe. A retreat about finances!” validated our approach to reposition financial literacy from intimidating to aspirational. TurboTax's "Spilling Tea" content became a sustainable format for ongoing financial conversations.
Giving creators freedom to authentically document financial journeys rather than deliver scripted messages, "Ease Intuit" accomplished something remarkable – it made a financial services company culturally relevant to Gen-Z, establishing Intuit as a natural part of wellness conversations, not just another set of financial tools.
