TurboTax

intuit

Background/Problem

  • Determine if DRTV is a viable channel for Turbo Tax’s web tax preparation service.

 

Solution

  • Developed a hybrid direct response buying approach that incorporated:
  • Standard Direct Response rotations as well as program specific buys.
  • Match market testing in order to “isolate” performance of the DRTV test, during the peak of the brand campaign.
  • Animated :60 and :120 spots that demonstrate the features and benefits of this leading tax software.
  • Utilized the TV cost efficiency, flexibility and measurability of direct response advertising.
  • Traditional advertising metrics of a branding campaign, to cost effectively drive online traffic and sales.

 

Results

  • Increased retail sales by 7% vs. the control markets. Campaign delivered a 1.9 MER.
  • As a result, the campaign was extended through April 15th, the end of the tax season.
  • The DRTV  campaign was rolled-out nationally.

 

Leave a Reply

Your email address will not be published. Required fields are marked *

 

Your browser is out of date. It has security vulnerabilities and may not display all features on this site and other sites.

Please update your browser using one of modern browsers (Google Chrome, Opera, Firefox, IE 10).

X

Google+