Intuit QuickBooks: Unwrapping Holiday Success
Campaign: Intuit QuickBooks Unwrapping Holiday Success Countdown Calendar
Role: Senior Creative Producer | QuickBooks Global Brand Marketing
Budget: $$$$
Market: United States
Brand(s): Intuit Quickbooks
Internal Teams: QuickBooks Social + Influencer Team & other cross-functional members
External Agency Partners: Collectively, Critical Mass, Siege Media (Packaging design by Danielle Devay)
Awards: Shorty Award – Audience Honor in Unboxing Video
Project Details:
Many small businesses make the majority of their revenue during holiday season – a time period when business finances are top of mind and QuickBooks has an opportunity for brand awareness.
The campaign objectives were to drive consideration for the QuickBooks brand with groundbreaking social content, and drive higher sales volume for the small businesses featured in this creative spin on an advent calendar.
The team & agency partners created a calendar box with 12 treats from small business customers counting down each day to Small Business Saturday and launched a social contest giving way 100 boxes to deserving business owners. The team also partnered with four influencers who created unboxing videos, driving awareness for the QuickBooks brand and the featured businesses.
Throughout the 12 days leading up to Small Business Saturday, the QuickBooks social team released daily unboxing videos debuting the featured small business for that day. With a commitment to showcase diversity, 67% of the featured businesses were female-founded and minority-owned. This campaign had great results with over 13 million earned, owned, and paid impressions and hit the highest engagement rate ever on the QuickBooks Instagram account. This project is a great example of cross-team and agency collaboration in a fully integrated earned, owned, and paid media campaign.
Scroll down to see the live clips from the Unwrapping Holiday Success campaign.