TurboTax File and Relax Influencer Challenge
Influencer MarketingMovement Strategy ran an influencer, hashtag challenge and meme creator campaign for Intuit's TurboTax among Millennials and Gen Z, and the agency reports 4.5B TikTok views.
Case in 60 seconds
Tax season produces panic for Millennials and Gen Z, so Intuit needed TurboTax to move that audience from dread about filing towards the relief of knowing their taxes are done.
The campaign turns on relief rather than instruction, because a younger audience anxious about taxes responds to peers and memes that make the finished return feel like a release, which Movement Strategy frames as keeping it real.
Movement Strategy organised the work around music, money and memes, recasting filing with TurboTax as a way to "file and relax" rather than a task to endure through tax season.
Diverse influencers showed their audiences how to "file and relax" with TurboTax, while the agency launched a hashtag challenge and giveaway and teamed up with meme creators, with the page reporting the reach on TikTok.
Movement Strategy reports 1.6M engagements, 51.5M impressions and 4.5B TikTok views, and the agency says TurboTax became a stress-free way to tackle tax season for its younger audience.
Strategy Breakdown
Creative & Execution System
Assets & channels
- TikTok
Partners
- Movement Strategy
Participation mechanic
- A hashtag challenge paired with a giveaway invited the audience to take part alongside the influencers showing how to "file and relax" with TurboTax.
Results & Evidence
| Metric | Value |
|---|---|
| Engagements | 1.6M engagements |
| Impressions | 51.5M impressions |
| TikTok Views | 4.5B TikTok views |
Why Movement Strategy's strategy worked
- 1
A financial chore can be reframed around the emotion that follows it rather than the steps it involves, because selling the relief of finished taxes gives creators a feeling to perform instead of a process to teach.
- 2
Pairing a hashtag challenge with a giveaway gives an audience a reason to post rather than only watch, so the brand message travels through participants as well as through the influencers who started it.
- 3
Meme creators carry a tone that brand accounts rarely hold on a subject like taxes, so bringing them in alongside influencers keeps a finance brand inside the humour its audience already uses.