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Wasserman x Intuit: TurboTax US College Student Engagement Program

By effectively addressing Intuit's annual challenge of driving results within a four-month window, this collaboration proved best in class for Finance Partnerships.

Targeting 18-to-24-year-old college students during the 2022 tax season, the programme strategically leveraged trusted voices to amplify TurboTax's brand message. Nine Campus Ambassadors and four NIL influencers were enlisted to create social content and host events on campuses. Additionally, a three-stop experiential activation tour gamified tax education, engaging the target audience directly. 

This comprehensive approach resulted in significant metrics: 148k website visits, 22.5M impressions, and 1.1M engagements. Notably, the campaign secured eight pieces of earned media, including a feature on Hulu Original's 'The Impact'. The partnership's ability to resonate with college students and drive tangible outcomes exemplifies the makings of an award-winning partnership.

Judges Comments

“The goals were clearly established, with a full-funnel approach that included online and offline activations to place Turbo Tax top of mind for college students.”

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