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Male Gen-Z Opps: TurboTax launches new campaign ahead of upcoming Super Bowl initiative
Wieden + Kennedy, "You Do Your Thing" shows all the tax complexities TurboTax can handle. The ad focuses on TurboTax Live, the chat feature that the brand has promoted heavily during the pandemic and that people can use to navigate things such as a pandemic career change. The campaign rolled out across digital, audio and social channels - both owned and partner. Sellers should get in touch soon to secure last-minute ad dollars.
Sellers should also keep in mind that TurboTax is returning to the Super Bowl this year for its ninth consecutive year.
According to iSpot, the brand hasn't invested in national TV since H1 2021, when around $134.2m went toward commercials targeting male sports enthusiasts watching shows such as NFL Football, College Basketball, NBA Basketball, the 2021 Daytona 500 and the Super Bowl Kickoff Show. TurboTax had allocated around $109.4m toward this channel in 2020, meaning last year's spend was up 23%. Though it only invested in this channel in the first half of the year last year, it did the same thing in 2020, so the brand will likely return to heavier TV advertising in H1 2022.
In 2021, Pathmatics reports TurboTax spent roughly $88.4m on digital ads, up 58% from the roughly $56m it spent in 2020. The brand earned ~6.3b digital impressions in 2021 via desktop video (72%), Facebook (11%), Instagram (7%), desktop display (7%), mobile video (3%) and mobile display (1%) ads. Most of last year's desktop video ads were placed site direct onto site destinations such as youtube.com (86%), hulu.com, twitch.tv, cnn.com and espn.com.
Additionally, Magellan shows TurboTax has aired around 120 podcast ads within the past 12 months.
The company is primarily targeting Gen-Z men via TV, digital, paid social, YouTube. OTT, Twitch and podcast ads, so sellers able to offer high-ROI strategies among this audience will have an upper hand securing ad dollars. Remember, this new campaign included both English and Spanish ads. Per Kantar data, TurboTax also invests in radio and local broadcast. It holds planning conversations in Q2 and buying conversations in Q1.
Agency & martech readers - I see no major signs of upcoming agency reviews, but you may be able to secure project-based work down the road. Along with creative AOR W+K, TurboTax currently works with creative and digital AOR Havas Formulatin (PR).