All People Are Tax People: 2020 Super Bowl Campaign

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Written By Lauren Thomas

Overview

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 drive massive reach and awareness, while building consideration by giving consumers as many ways to engage with the brand as possible, before, during and after the Big Game.

Strategic Approach

Intuit TurboTax launched a 360 campaign to maximize brand reach and scale during a key time for the business. The campaign engaged consumers with touch points across traditional and digital media channels, including the following tactics and elements: 

  • Invested in a Super Bowl commercial to drive massive reach and engagement through traditional media 

  • Conducted media outreach to drive awareness through earned media coverage 

  • Amplified the brand campaign across web, app, streaming and audio channels 

  • Tested new platforms and ad units to drive reach and engagement among diverse audiences on TikTok, Twitch, Snapchat, Roku and Xbox

  • Launched a TikTok hashtag challenge on Super Bowl Sunday, to maximize the moment in time and capitalize on our cross-channel Super Bowl marketing campaign 

  • Leveraged sponsorships of the Twitch Streamer Bowl, Roku’s Big Game Streaming Guide and VMG X-Box to increase reach  

  • Increased reach with supporting media across Apple News, YouTube, AOL, MSN, Snapchchat, Facebook and other platforms 

  • Released a branded playlist on Spotify to engage consumers in a fresh way

  • Hosted a real-time social media “War Room” during the Super Bowl to engage with brands, fans and game-time moments with custom creative during the game 

  • Activated digital influencers to inspire consumers to show off their #W2Step dances

  • Launched a sweepstakes, to incentivize consumers to share their own #W2Step dances on Twitter and Instagram 

  • Integrated the “All People Are Tax People” messaging throughout search ads and landing pages for Super Bowl keywords, generic tax keywords, and brand keywords

Results

The goal of this execution was to maximize brand reach and scale during a key time for the business. The campaign over-delivered in all channels, and exceeded our goals, delivering the following results:   

  • The end-to-end campaign delivered more than 3 billion cross-channel impressions 

  • According to third-party research from PMI Creative Diagnostics, the :45 “Remix” of the commercial drove higher likelihood for ‘buzz’ and interest in finding out more about the brand than the average Super Bowl ad 

  • The TurboTax “All People Are Tax People” Snapchat lens saw the highest share rate among the four national Super Bowl lenses on 2/2/2020 (+64% above Super Bowl Sunday average)!

  • The YouTube Masthead drove millions of impressions in 24 hrs 

  • The TikTok Hashtag Challenge significantly outperformed platform benchmarks, delivering billions of impressions and inspiring more than 600k UGC video submissions 

  • Recognized for the Integrated Campaign “Silver Distinction” and “Audience Honor” Awards in the 13th Annual Shorty Awards

Lauren Thomas
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