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Updated: 1 week 6 days ago

TurboTax Launches English-, Spanish-Language Tax Season Messages

Fri, 01/05/2018 - 11:37

For the first time, TurboTax is introducing two campaigns during tax season to reach both English and Spanish audiences. 

The campaign will run across broadcast, radio, digital and social media.

Created in partnership with Wieden+Kennedy and multicultural agency Gallegos United, the “There’s Nothing To Be Afraid Of” creative addresses the fear of the unknown that stands in the way of people doing their own taxes. 

The message raises awareness for TurboTax Live, a new service providing on-demand CPAs and EAs who are available to review, sign and file a tax return.

TV ads like "Closet" and "Noise in the Attic" show things people are inherently afraid of, by playfully showing they really aren’t that scary after all. Have a look here.

Campaign ads will appear across "high impact" buys including sports, entertainment and culturally relevant moments, like the Grammys. Radio will be directed solely through digital, including Pandora and Spotify. 

There will also be cinema buys before new horror movie releases and six-second horror movie "binge playlists" that are part of a sequential targeting effort on online sites such as Hulu. And there will be social media support with gifs and cinemagraphs.

Meanwhile, the “‘Hey, At Least Your Taxes Are Free’ serves a more light-hearted message by reminding people they can file their taxes for no cost.

“We have been on a multi-year mission to dispel fear and uncertainty that causes people to doubt they can prepare their own tax return,” stated Greg Johnson, senior vice president of marketing for Intuit’s TurboTax business. “That’s why this year we are out with multiple campaigns highlighting different products and offerings that reach Americans at a variety of life stages and tax complexities.”

TurboTax is a major advertiser during tax season, having spent $135.22 million on measured media  during the first six months of 2017, according to Kantar Media. That was in line with the $130.73 million the firm spent in the prior year period.  The company spent a mere $1 million during the six month “off-season” in 2016 for a full-year expenditure total of $131.85 million.

 

 

 

Categories: Social Media News

Stephanie Prager To Manage Global Agency Relationships At Twitter

Fri, 01/05/2018 - 10:48
The former agency executive reports to Guilherme Ribenboim, vice president, global client solution development. She replaces David Roter, who left the company.
Categories: Social Media News

No Nanny State -- Sugar Tax And 'Latte Levy' Are Marketing Opportunities

Fri, 01/05/2018 - 10:43
Marketers need to tap into new levies and taxes to get their branding on the solutions.
Categories: Social Media News

Amazon 'Exploiting' Google's Weaknesses, Forrester Says

Fri, 01/05/2018 - 10:12
Amazon has become a more preferred destination for online shopping searches, according to a research report released this week from Forrester Research. Overall, Forrester expects to see search growth during the next five years.
Categories: Social Media News

Marketers As Relationship Scientists

Fri, 01/05/2018 - 08:20
We believe this to be an age of relationship science where brands and marketers who thrive use data and trends to build genuine bonds.
Categories: Social Media News

The More Trump Protests, The Greater 'Fire And Fury' Will Sell

Fri, 01/05/2018 - 08:12
If there's one thing nearly everyone can agree on about President Donald Trump it's that he has a slick knack for making a sale. He might have wanted to restrain that flair a bit in the case of a new book that purports to be a fly-on-the-wall look at rampant dysfunction in the West Wing. Instead, he seems to be intent on goosing sales, leading at least one Twitter wag to wonder if Trump had not wangled a cut of the book's profits.
Categories: Social Media News

Once Again, "The Eyes Have It"

Fri, 01/05/2018 - 06:15
According to new gadgets and studies to track eye movements, computer maps of faces to capture a momentary grin (approval) or squinting (anger), and sensors to measure perspiration or monitor brain activity, companies are mining consumers' raw emotions for information
Categories: Social Media News

The Humble Closet Gets An Inspirational Makeover

Thu, 01/04/2018 - 18:58
"More than any other room in the house, closets set the stage for life's experiences," Andrew Pautz, account director at Solve, tells "Marketing Daily," about the agency's new campaign for Inspired Closets.
Categories: Social Media News

DonerLA Wins Del Monte Foods

Thu, 01/04/2018 - 17:53
Effective immediately, the MDC Partners-owned agency will lead the brand strategic process for the Del Monte Vegetable and Contadina brands, while waiting until May 2018 to represent all brands in the portfolio, including College Inn.
Categories: Social Media News

Flywheel Sports Motivates Fitness Fans With 'F*' Campaign

Thu, 01/04/2018 - 14:47
The media buy includes paid social across Facebook and Instagram as well as a combination of digital video, native, display and search with media partners such as Yahoo. There are also digital audio spots running on Pandora.
Categories: Social Media News

Cheerios Extends 'Good Goes Round' Push Through Walmart Promotion

Thu, 01/04/2018 - 14:38
The efforts will include "several larger 'Moments of Good' in addition to many smaller, more localized moments," according to the companies.
Categories: Social Media News

2018 Search Resolutions From Marketers At Brands, Agencies, Analyst Firms

Thu, 01/04/2018 - 14:11
Resolutions among analysts, marketers and agency executives centered on data and spending more time and resources on search. Here's what they had to say.
Categories: Social Media News

Facebook CEO Vows To Rid Social Network Of Bad Info, Actors

Thu, 01/04/2018 - 13:15
Zuckerberg says the solution requires input from experts in the fields of history, civics, political philosophy, media, government and technology.
Categories: Social Media News

Microsoft Creates Coalition To Get Rural America Searching Online

Thu, 01/04/2018 - 13:01
Microsoft has announced it will form a coalition focused on convincing the Federal Communications Commission to eliminate regulatory hurdles preventing widespread rural broadband deployment.
Categories: Social Media News

The Missing Link: Maximizing Social Media To Power Marketing Campaigns

Thu, 01/04/2018 - 13:00
As social media platforms become more ingrained as part of popular culture, many recognize them as a means to connect with old friends, stay up to date with news and current events, and share photos and videos. But for marketers, the value of social media can be so much more. In its purest form, social media is the missing piece of the marketing puzzle.
Categories: Social Media News

Social Giants Should Fund Safety Lessons, Or Risk Losing A Generation

Thu, 01/04/2018 - 12:28
If social giants don't prepare schoolchildren for a world of "likes," do they risk losing them forever?
Categories: Social Media News

Deutsch Wins AOR Duties For Disney-backed Atom Tickets

Thu, 01/04/2018 - 11:52
As the brand's first AOR, Deutsch's scope of work will include brand strategy, creative and production responsibilities. The agency's first work for the brand is slated to launch in the second quarter.
Categories: Social Media News

To Boost Commitment, Equinox Launches Unbuyable Luxury Line

Thu, 01/04/2018 - 11:49
Marketing for the collection includes photos by Steven Klein, and an "e-commerce" site that explains the concept, as well as additional videos explaining the inspiration behind the avant-garde products.
Categories: Social Media News

Facebook To Livestream Golden Globes Red Carpet Show

Wed, 01/03/2018 - 12:53
Facebook continues to ramp up its original live programming as it seeks to steal advertising dollars from TV networks. The latest effort? A live red carpet pre-show for the Golden Globe Awards, which are scheduled to air on NBC this coming Sunday.
Categories: Social Media News

Why I Reported Trump To Twitter -- And Why You Should, Too

Wed, 01/03/2018 - 12:18
I just reported an abusive tweet by the President of the United States. Twitter says it is investigating the matter. I doubt it will take any action based on my sole report, but I encourage others who have Twitter accounts to do the same. It was the one he sent Tuesday comparing the size of his "nuclear button" to Kim Jong-un's that prompted me to report it as "abusive or harmful" to Twitter.
Categories: Social Media News

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