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The campaign will see the brand through 2025, appearing at tentpole events including the Oscars, Grammys and Netflix’s WWE Raw premiere. TikTok and Snapchat also play a key role in the media mix, while the budget will also go into audio and podcasts, as well as local search.
“Mass media will continue to be a part of what we do and how we reach consumers,” Kelley said. “But we’re also looking at different ways of marketing, so we’re starting to hone in a little bit on how customers make their decisions [picking] a storage solution. Many do so through more direct channels.”
TurboTax’s Superbowl Swagger
One of the brand’s biggest commitments to mass media comes in February when it debuts its 12th consecutive place of Big Game in the second half of Super Bowl LIX.
Kelley is tight-lipped about what the Big Game spot will be perfected, but confirms that it will be part of the “Now, this is Taxes” platform. “We want some of that bold advertising bravado that comes with the Super Bowl, so this is a great opportunity for this campaign,” he said.
“In terms of timing, it’s a very crucial point in the fiscal year,” he continued.
With brands included Microsoft using last year’s Super Bowl to amplify its gen-AI features, Kelley declines to explain whether TurboTax will use the Big Game to highlight tools including the AI-powered Intuit Assist.
However, in the middle of reaction from consumers on how brands like SpotifyGoogle, and Apple promoting and using gen-AI in their ads, Kelley believes that showing the advantages of the technology, such as speed and lower prices, instead of shouting about its use is key.
“How these things get to a customer is not as important as the actual benefits,” he said.
In November, Intuit reported 10% year-over-year revenue growth to $3.3 billion for the most recent quarter. Changes at the top of the business, which also owns QuickBooks, MailChimp and Credit Karma, will come in 2025.
In November, Longtime CMO Lara Hood Balazs left for Adobe. She will be replaced by Google veteran and former CMO Chobani Thomas Ranese.
Under Hood Balazs, Intuit began experimenting with a “brand house strategy,” designed to push the Intuit name into the consumer’s consciousness, alongside its list of individual brands.
