H&R Block: New Online Tool
Initiative
H&R Block had launched an online tool to help people file their taxes online.
They wanted to take away to stigma of tax season and get adults, particularly millennials. actively engaged in the tax filing conversation.
My Role
I knew competing tax prep companies were trying to hook millennials with a "Save Now!" message, but audiences were getting blind to it.
In my approach, I wanted to intrigue the millennial audience by (1) game-ifying the tax conversation and (2) by re-focusing the conversation. It was expected to promote saving... but to promote spending? That was different.
I conceptualized a BuzzFeed quiz centered around the "Treat Yo Self!" mentality. The post was titled "How Should You Treat Yourself With The Money You've Saved?" By using this interactive quiz, we not only got millennials engaged in the tax conversation - we learned about them. Would they rather save money skipping their daily coffee or a monthly massage? As we learned more about the individuals engaging with the quiz, we knew we could create better, more relevant content as the campaign progressed.
LIVE CAMPAIGN
“The big-picture focus for the 60-year-old brand is staying relevant and figuring out what the future of tax prep looks like.”
LIVE CAMPAIGN (PHASE 2)
To stay relevant to our audience, we would use learnings from Phase 1 of the campaign to shape Phase 2.
ENGAGEMENT
Users were involved in this storyline. They felt connected, interested, and became increasingly active - commenting and sharing.