Fun tax preparation ad campaigns highlight the ease of tax preparation
Tax season isn’t usually a time people look forward to, which makes it all the more important for tax preparation brands to engage consumers in a warm and helpful way. These past ad campaigns from tax brands like H&R Block, TurboTax, and TaxAct all exemplify inclusive, fun, and accessible approaches to meeting taxpayer needs and providing valuable services.
“The Block Has Your Back”
H&R Block tax preparation ad highlights the ease of tax preparation
“Our research over the past year has revealed many unresolved issues for consumers when filing their taxes,” former H&R Block chief marketing officer Vinoo Vijay said in 2018. And our advertising this season  highlights how some of these important advancements help consumers get the most out of their tax return.
H&R Block’s ‘Block’s got your back’ campaign in 2018 focused on how difficulties with other tax departments – including long wait times and poor communication – can be resolved by filing in person or by line with H&R Block. By using the same brand ambassador in all spots, H&R Block provides consumers with a go-to person they can trust to be real and simplify complex tax issues while emphasizing the H&R Block experience” modern, innovative and consumer-oriented”.
“All people are taxpayers”
TurboTax Tax Preparation Advertising Campaign Promotes Tax Preparation for Everyone
Last year, TurboTax culminated its “All People Are Tax People” campaign with two Super Bowl commercials. The longest spot featured an entire rap dedicated to taxes and lap dancing, which TurboTax turned into a sweepstakes contest and user-generated content (UGC) campaign encouraging TurboTax consumers to dance the #W2Step and shake your knees for a chance to win $5000. And, while the spot doesn’t emphasize any TurboTax features, the message of unity and likeness is one the brand wanted to convey. “With the Super Bowl, we are creating a moment, at the height of tax season, to inspire and empower fans, and celebrate what unites us,” said Mary-Ann Somers, former senior vice president of the company. TurboTax’s mother, Intuit. “We believe people are capable of amazing things, and with the right tools and the right encouragement, they can do anything, including their taxes.”
Gig Workers Unique Tax Preparation Needs Take Center Stage in TaxAct Tax Preparation Ad Campaign
In 2018, TaxAct, a tax preparation software company, created a campaign that addressed a growing “cultural truth” among working Americans — the gig life. From freelancers to dog walkers, the gig economy has grown 15% over the past decade, and gig workers often have unique tax filing needs. The TaxAct campaign focused on two exclusive tools designed for gig workers: the Deduction Maximizer and the $100,000 Accuracy Guarantee. “Those [gig workers] are hard working people in very fluid circumstances. They don’t need a flattering deposit partner. They need a year-round partner with tools to help them navigate the tax system,” said Mathieu Stevenson, former CMO of Blucora parent TaxAct. By differentiating their services and targeting niche audiences, TaxAct is able to appeal to a specific demographic.
Over 90% of Americans file their taxes online, and they all want a transparent, easily accessible service that will do the job right without being overly complex. Tax preparation brands that can create trust and understanding are likely to win repeat customers and garner word-of-mouth referrals. By tapping into the needs of taxpayers, especially those who may experience changes to their taxes this year, brands can increase engagement and registrations and increase revenue.
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