Intuit TurboTax Launches New TurboTax Live Full Service en Español and Connects with Latino Taxpayers through Bilingual “Come to TurboTax” Advertising Campaign
23 Fevereiro 2023 - 11:00AM
Business Wire
Culturally attuned, bilingual campaign reminds
Latino tax filers that they can come to TurboTax and not do their
taxes by meeting with a dedicated TurboTax Live expert who will
file for them
TurboTax, from Intuit (NASDAQ: INTU), the global technology
platform that makes TurboTax, QuickBooks, Credit Karma, and
Mailchimp, announced today its integrated campaign to connect with
Latino taxpayers. Seeking to empower and educate the Hispanic
community nationwide, this marketing strategy includes brand
advertising, digital and social media activations, public relations
efforts, as well as media integrations.
“The U.S. Latino population has become the largest growth
minority group in the nation and there is no doubt of their
influence on today’s economy,” said Cathleen Ryan, SVP of Marketing
for Intuit TurboTax. “TurboTax is committed to understanding their
needs and providing in-language and in-culture products and
resources that can guide Latino taxpayers through their tax filing
experience with confidence and with the support they deserve.”
The Latino brand campaign is an extension of the brand’s “Come
to TurboTax” advertising campaign for 2023. It focuses on the
company's TurboTax Live offerings, including the new and recently
launched TurboTax Live Full Service in Español which comes with
fully translated shopping and onboarding experiences, as well as
matching to a bilingual tax expert who will prepare, sign and file
their taxes. Our Live offerings taps into Intuit’s AI-driven expert
platform that matches filers with an experienced bilingual tax
expert to handle their unique tax situation and prepare, sign, and
file their taxes for them. No more waiting or wondering, just taxes
done right and off the mind.
Created by Wieden+Kennedy, the campaign includes
Spanish-language spots “Cocinar no es hacer impuestos” and “Pasarla
con tus hijos es hacer no taxes” featuring tax filers doing what
they do best: not taxes. Both spots invite consumers to stay
worry-free and hand over their taxes to a TurboTax Live expert for
a full-service experience now available in Spanish. In addition to
airing Spanish television spots on Univision, UniMas, Telemundo,
Estrella TV among others, TurboTax's 2023 campaign will include the
following:
- Latino Pop-Up Activation #LeaveItToTheExperto: To
kick-off the season, TurboTax is activating its “Leave It to
the Experto'' social video series campaign led by the Latinx
influencer Jesus Morales, who hit the streets and intercept real
people to invite them to experience TurboTax Live Full Service in
Español for the first time and meet with a REAL and trusted,
bilingual TurboTax expert at the brand’s Pop-Up Truck available for
any tax-related questions and guidance. The activation will garner
content for social media share out and spotlight how Latino
consumers can now come to TurboTax worry-free and do anything else
but taxes.
- #LeadingConEducación- Corporate Responsibility Program:
TurboTax continues to empower the next generation of Latino
professionals for the third year in a row. In partnership with
Everfi, the brand is committed to provide high-school and college
students with financial and tax education in addition to
scholarships and grants to help them complete their higher
education. The program is part of Intuit’s greater corporate
responsibility commitment to bring real-world tools into classrooms
to help students develop personal finance skills and an
entrepreneurial mindset.
- Pero Like Buzzfeed Media Integrations: This tax
season TurboTax keeps on finding meaningful ways to engage the
Latino audience by sponsoring culturally relevant content and
leveraging trusted talent, influencers, and content platforms. One
of the most noteworthy is an integration with BuzzFeed’s Pero Like
digital media and entertainment platform. TurboTax understands that
juggling life, your business, AND taxes can be tough. Via its “I
Tried This Job for A Day” video series, the brand will provide
business support for Latino entrepreneurs, by pairing each with a
celebrity creator in their field to work at the entrepreneur’s job
for the day – while the entrepreneur meets with a TurboTax expert
to receive tax advice. Tapping the talents of notable creators such
as L.A. Taco King, Esdras Ocho; comedian, Gadiel Del Orbe; and
storyteller and entrepreneur, Vanessa Sirias, the series is poised
to strike a humorous chord and emotional connection to celebrating
Latino entrepreneurs’ journey to success.
- Influencer Activations: TurboTax connects with consumers
through social media influencers that share their personal story
and showcase the benefits of using bilingual resources from
TurboTax including our new TurboTax Live Full Service product - now
available completely in Español. This year, the brand has partnered
with influencers such as Jay Mendoza, Jenny Lorenzo, Jenny Solares,
Basi Cerdan, Fernanda Romero, Abelardo Campusano among others, to
amplify the brand’s message among key Latino audiences such as
first-time filers, millennials, solopreneurs, investors, and new
parents.
- Bilingual Content and Tools: The TurboTax Bilingual Blog
en Español, continues to grow its Spanish language library
positioning it as the most comprehensive Spanish language tax
resource available to Hispanic consumers and media, providing
culturally relevant content in English and Spanish such as free tax
calculators, tax tips, insights into key tax deductions, and the
latest information on IRS guidance that can impact the filing
process.
These efforts are being executed in partnership with Hispanic
public relations agency Havas FORMULATIN and Influencer agency,
GOAT.
ABOUT INTUIT
Intuit is the global financial technology platform that powers
prosperity for the people and communities we serve. With more than
100 million customers worldwide using TurboTax, Credit Karma,
QuickBooks, and Mailchimp, we believe that everyone should have the
opportunity to prosper. We never stop working to find new,
innovative ways to make that possible. Please visit us for the
latest information about Intuit, our products and services, and
find us on social.
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Havas Formula: turbotax@havasformulatin.com Alejandra Molinari:
alejandra_molinari@intuit.com
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