TurboTax launches 2017 Hispanic Marketing Campaign
January 31, 2017
TurboTax is launching a new, integrated marketing campaign developed to empower the Latino community to take charge of their finances, starting with their taxes. The campaign includes TV and digital advertising, media integrations, community events, influencer engagement and social media activations that showcase how Latinos can benefit from the simple step-by-step guidance and expert help on-demand offered by TurboTax.
The campaign “Relájate, Tienes TurboTax.” (Relax, There’s TurboTax) began in early Jan. with Spanish language television spots featuring actress Karla Souza and retired baseball player David Ortiz. The ads demonstrate that with TurboTax, taxpayers are in charge, but not alone, as they prepare their taxes. That’s because only TurboTax includes SmartLook™, providing customers in-product access to a live, one-way video connection to a bi-lingual TurboTax expert or credentialed CPA or enrolled agent, to get real-time, personalized answers. The spots, running on Univision, Telemundo and Azteca America among others, will air through the end of the tax season.
“The Latino community continues to grow in size and influence, and we are committed to doing more to educate and engage Latinos in meaningful and culturally relevant forums,” said Greg Johnson, senior vice president of marketing for TurboTax. “We are proactively engaging Latinos, in their language of choice, using trusted platforms and recognizable faces to break down barriers. Our combined efforts work to address lower comfort with the U.S. tax system, unfamiliarity with tax software and fear of being alone using TurboTax, while building trust and confidence in their own ability to take control of their finances and taxes.”
Supporting national TV advertising is a multi-channel, integrated effort that builds on new and existing relationships within the Latino community, including:
· An educational community events series featuring financial expert and TurboTax spokesperson Orlando Montiel. Themed “Paraiso Financiero,” the events are designed to help Latinos learn more about taxes in a relaxed, friendly and comfortable atmosphere.
· TurboTax also continues its established relationship with lifestyle expert and blogger Marines Duarte. Additionally, TV personalities Gaby Natale and Andrea Minski, YouTubers Los Pichy Boys and Mexican Gueys, as well as bloggers Carmen Melgoza, Gustavo Gutierrez and Paula Bendfeldt-Diaz and tech entrepreneur Monica Taher are working with TurboTax to help educate and engage the Latino community about taxes and the impact taxes have on their financial lives.
· TurboTax has joined #WeAllGrow Summit for the second consecutive year to empower and help support the event’s vision of elevating the Latino influencer community, while celebrating diversity.
· The Latino community will have access to information, tips and best practices through key media integrations in their most beloved Spanish-language programming. These include Univision’s “Despierta América” and Telemundo’s “Don Francisco Te Invita”, among others.
