Intuit Breakthrough: An open-verse social challenge to engage Gen Z

Brand Marketing Lead // Drove end to end strategic planning and execution including creative strategy, integrated marketing plans, stakeholder alignment, partner management and executive approvals

The goal was to “engage with Gen Z” a group that had low awareness of Intuit but are important customers of the future. Intuit’s mission is to power prosperity around the world and for Gen Z prosperity is equivalent to independence. To connect the dots with our audience, we launched an open-verse challenge with a $20K reward package, to empower next-gen artists to turn their creative ambitions into financial independence. We used music as a way to start a conversation with Gen Z.

We partnered with independent rap artist LaRussell and United Masters to produce an original song and invited participation on social. We activated across social channels, influencers, earned channels and a SXSW activation to drive organic reach and entries.

  • Creative Strategy & Feedback

  • Integrated Campaign Development

  • Channel Strategy

  • Stakeholder Management

  • Creative Agency Management

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SXSW House of Independence Activation

To extend reach and awareness of the open verse challenge, we created a live booth experience to submit verses, a Q&A about achieving financial independence and concert with a lineup of other independent artists.

Results and Outcomes:

Exceeded benchmarks with over 2000 submissions, 7.7 million views on TikTok and a 3.9% increase in IG followers and 93% positive social sentiment at launch. The next step was paid media amplification and storytelling once a winner was selected but due to unforeseen circumstances the contest ended early. The effort, however, but was still declared a success by our CMO based on initial metrics and engagement.

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