Intuit Brand Campaign
Integrated Marketing Lead // Led strategic planning from creative brief to campaign development and execution including creative strategy, customer research and insights, GTM channel planning, cross-functional stakeholder management and project management. Additionally, led all cross-org conversations with product marketing teams.
The goal was to increase the perception that Intuit is innovative while building aided awareness and association with Intuit’s product brands (TurboTax, Quickbooks, Mint and Credit Karma). The challenge was creating a simplified message with so many brands alongside an innovation message.
The solution was pairing emotional customer storytelling with more functional product messaging. Thereby connecting Intuit with the product brands while highlighting the emotional benefit of Intuit’s innovation with Intuit works for what you work for. This multichannel campaign lived across Online Video (YouTube, Hulu, Oath); Social Media (Facebook, Twitter, TikTok); Audio (Spotify, Nativ.ly), Custom Partnership (Fortune) and Web.
Customer Research & Insights
Creative Strategy & Feedback
GTM Channel Planning
Stakeholder Management
Product Team Alignment
In-House Agency Management
Intuit works for what you work for
Finances are overwhelming for most everyone but Intuit’s innovative products help you see what’s possible. This video brings the strategy to life with social and online video showing how Intuit customers benefitting from product features with an emotional, empathetic tone that Intuit is working to help customers reach their goals.
Results and Outcomes
Campaign saw strong brand lift across key metrics and paved the way for additional brand collaboration across Intuit products.
Increase in aided awareness +6pts (3.3pts above benchmark)
Increase in consideration +5pts "likely to consider Intuit as a brand for future use"
(1.6pts above benchmark)Increase in brand perception (no benchmarks, custom brand study)
+5pts has an overall good reputation
+6pts offers excellent products and reliable services
+4pts has a positive influence on society
+3pts is innovative