Turbo Tax & Social Media
TurboTax ran several social media campaigns on platforms like MySpace, Facebook, and Twitter to promote their free online tax preparation products. The goals were to raise awareness of TurboTax and get customers talking about their experience. One campaign partnered with the band MySpace Secret Shows to offer fans early access to concerts in exchange for friending TurboTax on MySpace. Another campaign held a contest across social media where participants could win prizes by engaging with TurboTax's brand and messaging about getting taxes done for free. The campaigns reached over 1 million people and generated over 6,000 contest entries, with brand metrics like awareness and purchase intent increasing the most among those directly exposed to the campaigns.
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Turbo Tax & Social Media
- 1. TurboTax Social Media: Powered by The Customer
- 2. Scott Gulbransen/PR & Social Media @prgully Facebook.com/scottgulbransen Personal Blog: www.scottgulbransen.com Dad’s Blog: www.everyotherthursday.com
- 3. Sexy??? 1 Sexy! Sexy!
- 4. Sexy??? 1 Hell no! @$#! No!
- 6. Freeloader Nation 3 Campaign Ecosystem
- 12. Scott Gulbransen TurboTax PR&Social Media @prgully Facebook.com/scottgulbransen Personal Blog: www.scottgulbransen.com Dad’s Blog: www.everyotherthursday.com
Hinweis der Redaktion
- Targeting the right audience…Twitter…SS
- Intuit is a very metrics-driven organization and this applies not just advertising and marketing, but also corporate communications where I work day-to-day. If you’re going to get senior leadership buy-in, you’ve gotta have the metrics - What you’re seeing here is our purchase funnel – this is the way we measure advertising and traditional marketing activities too. For positive associations with our brand name, we saw a 5 point lift among friends of those who participated. For purchase intent, we saw a 10 point lift among friends of those who participated. Again, by activating the power of recommendation (or what I’ve called “network effects”) we reached more than 1 million folks.