H&R Block

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.