TurboTax Reinforces Commitment to Latino Community with New Hispanic Integrated Marketing Campaign

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TurboTax , the nations leading online tax preparation service from Intuit Inc. (Nasdaq: INTU), has launched a new Hispanic integrated marketing communications campaign aimed at empowering the Latino community to take control of their finances with the help of in-language content and bilingual tax advice .

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Business Wire, Inc.Business Wire, Inc.
Retrieved on: 
Thursday, January 31, 2019
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Professional services, Accounting, Communications, Marketing, Consumer, Hispanic, Tax software, TurboTax, Intuit, Tax preparation in the United States, INTU, Tax, Economy
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United States, California
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Summary
Key Points: 
  • TurboTax , the nations leading online tax preparation service from Intuit Inc. (Nasdaq: INTU), has launched a new Hispanic integrated marketing communications campaign aimed at empowering the Latino community to take control of their finances with the help of in-language content and bilingual tax advice .
  • Our 2019 new multi-channel campaign was designed to reach the U.S. Latino population in a very creative and educational way, said Mary-Ann Somers, Chief Growth Officer for Intuit TurboTax.
  • The three Spanish TV spots, Tech Showcase , Mam Metiche and Electric Scooter highlight TurboTax Lives bilingual offer through relatable situations that Hispanics can connect with.
  • The culturally relevant video campaign called #TaxMitos (tax myths busters) will educate the Latino audience about tax laws and TurboTax products in a playful, informative way.


TurboTax®, the nation’s
leading online tax preparation service from Intuit
Inc. (Nasdaq: INTU), has launched a new Hispanic integrated
marketing communications campaign aimed at empowering the Latino
community to take control of their finances with the help of in-language
content and bilingual tax
advice. The campaign includes TV, radio, digital advertising, media
partnerships and integrations, influencer programs and social media
activations, with engaging new content, in both English and Spanish, to
ensure cultural relevancy.

“Our 2019 new multi-channel campaign was designed to reach the U.S.
Latino population in a very creative and educational way,” said Mary-Ann
Somers, Chief Growth Officer for Intuit TurboTax. “We understand
finances and taxes might seem overwhelming sometimes, particularly if
presented in someone’s non-native language, so our goal is to help
Hispanic taxpayers in the language of their choice by providing them
with free digital tools and bilingual tax advice so that they feel
confident and empowered in their financial and tax decisions.”

The Hispanic marketing campaign launched in early January with three
Spanish language television spots focused on TurboTax
Live, a new way to do taxes that allows you to connect live via
one-way-video to tax credentialed experts, who are CPAs, Enrolled
Agents, and Tax Attorneys with an average of 15 years of experience.
Our tax experts are now available year-around for unlimited help, in
both English and Spanish. The three Spanish TV spots, “Tech
Showcase,” “Mamá
Metiche” and “Electric
Scooter” highlight TurboTax Live’s bilingual offer through relatable
situations that Hispanics can connect with. The TV spot creative was
concepted and produced by TurboTax’s AOR Wieden+Kennedy and will air
through the end of tax season.

In addition to airing Spanish television spots on Univision, Telemundo,
Azteca America, among others, TurboTax has a comprehensive 2019 campaign
that will be complemented with additional strategic efforts that build
on key relationships within the Latino community, including:

  • Bilingual Blog Launch: Earlier this month, TurboTax announced
    the relaunch of its award-winning TurboTax Blog as a Bilingual
    Blog     – providing custom content for the Latino market in their
    language of choice. TurboTax is on the journey to create the largest
    bilingual site for financial and tax information. The content is
    available in both English and Spanish.
  • Key Media Integrations: Through key media integrations on the
    leading networks and Spanish-language programming including
    Univision’s “Despierta América” and Telemundo’s “La Voz”, the brand
    will be providing insight into the benefits of filing taxes with
    TurboTax and highlight TurboTax Live bilingual tax experts.
  • Influencer and Media Relations: TurboTax continues to leverage
    media and influencers to build awareness and relevance among this
    audience, partnering with well-known lifestyle experts and bloggers,
    including Anabel Blum, Marines Duarte and Gaby Natale, among others.
    The influencers will curate compelling lifestyle content to educate
    consumers about a variety of topics including tax
    deductions & credits    , finances,
    tax
    reform implications    , self-employment,
    and more.
  • #WeAllGrow Partnership: In its fourth year of partnership,
    TurboTax has re-engaged with the #WeAllGrow Latina Network to execute
    an educational digital campaign starting with its first season event
    called “Money & Mimosas – powered by TurboTax” with the goal of
    engaging Latina self-employed entrepreneurs and influencers around the
    topic of finances, budget planning and tax preparation. The
    partnership also includes the launch of a webinar series that will
    educate self-employed Latinas on different money and tax related
    topics.
  • Media Partnerships: TurboTax has partnered with
    Spanish-language magazine People en Español and People CHICA
    on a digital content series providing educational content to both of
    their audiences, in both English and Spanish. Spanish language
    publisher ImpreMedia is also amplifying TurboTax in-language
    content in relevant subjects such as tax reform, tax deductions and
    credits and tax benefits of having dependents. Furthermore, the brand
    is collaborating with H-Code Media, a leader in digital
    advertising for the US Hispanic market, to develop a content video
    series with well-known Cuban-American actress Jenny Lorenzo. The
    culturally relevant video campaign called #TaxMitos (tax myths
    busters) will educate the Latino audience about tax laws and TurboTax
    products in a playful, informative way.

These are being executed in partnership with Hispanic public relations
agency, Havas FORMULATIN.

Taxpayers and consumers are invited to join the conversation on social
media and share their tax experience using the hashtag #TurboTaxGivesYouMás
during tax season, which runs through April 15th, 2019.

About Intuit

Intuit’s mission is to Power Prosperity Around the World. Our global
products and platforms, including TurboTax,
QuickBooks,
Mint
and Turbo,
are designed to empower consumers, self-employed and small businesses
to improve their financial lives, finding them more money with the least
amount of work, while giving them complete confidence in their actions
and decisions. Our innovative ecosystem of financial management
solutions serves approximately 50 million customers worldwide,
unleashing the power of many for the prosperity of one. Please visit us
for the latest news and in-depth information about
Intuit and its brands and find us on social.

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