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TurboTax Launches Campaign to Empower the Latino Community
Liz Unamo| 30 de enero de 2017
La actriz Karla Souza protagoniza uno de los spots
The 2017 Hispanic marketing campaign of TurboTax was developed to empower the Latino community to take charge of their finances, starting with their taxes. The effort, launched on January 30th, includes TV, digital advertising, media integrations, community events, influencer engagement and social media activations that showcase how Latinos can benefit from the simple step-by-step guidance and expert help on-demand offered by the company. “We are proactively engaging Latinos, in their language of choice, using trusted platforms and recognizable faces to break down barriers. Our combined efforts work to address lower comfort with the U.S. tax system, unfamiliarity with tax software and fear of being alone using TurboTax, while building trust and confidence in their own ability to take control of their finances and taxes” said Greg Johnson, SVP of Marketing at TurboTax. In early January, they launched the campaign Relájate, Tienes TurboTax (Relax, There’s TurboTax) with Spanish language TV spots featuring Actress Karla Souza and retired Baseball Player David Ortiz. The ads show that with TurboTax, taxpayers are in charge, but not alone, thanks to the platform SmartLook. The spots are running on Univision, Telemundo and Azteca America among others. The campaign also includes: educational community events series Paraiso Financiero, featuring financial expert and TurboTax spokesperson Orlando Montiel; established relationship with lifestyle expert and blogger Marines Duarte, among other TV personalities; participation at #WeAllGrow Summit; key media integrations in Spanish-language programming such as Univision’s Despierta América and Telemundo’s Don Francisco Te Invita; and in social media using the hashtag #ConTurboTaxPuedes throughout tax season.
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