OBJECTIVE
Humanize the TurboTax brand, soften its digital image and deepen engagement by connecting with customers on a personal level.

STRATEGY
“What Did You Make This Year?” was an ingoing creative insights question. Our hypothesis was that getting your tax statement after a fiscal year was akin to looking at your year in retrospect, prompting us to ask “What Did You Make?” not in terms of dollars and cents but in terms of growth and change.

EXECUTION
We conducted a nationwide search for individuals with unique stories, focusing the campaign narrative on life's accomplishments rather than just financial data.

RESULTS
These stories maintained engagement throughout, with an almost unheard of view-through rate AVERAGING CLOSE TO TWO MINUTES, illustrating their ability to connect at an emotional level.