Business Challenge
With more Latinos using do-it-yourself tax-prep software or taking their tax-prep business to mom-and-pop shops, H&R Block was losing Hispanic consumers. The company needed to win back this key consumer group.
Insight
From experience, we knew that Hispanic consumers tend to prefer keeping their personal finances private and they often distrust big corporations. But we soon found that H&R Block had an even bigger problem: As we canvassed Latino consumers, we discovered that they had either had a previous bad experience with H&R Block or knew someone who did — and they were rejecting the brand as a result.
Strategy
First, aim developed a demographic profile of the target customer . Next, we selected hyper-targeted locations in three key markets — Los Angeles, San Diego and Tucson — where we deployed H&R Block brand ambassador teams. Their charge: to engage consumers with a compelling offer that would drive them to an H&R Block office.
Bragging Rights
In just 23 days, we engaged more than 345,000 consumers, far exceeding the client’s goal. Our personal outreach approach helped reverse the negative perception of the brand, and the campaign drove awareness and generated a 54% lift in traffic to H&R Block offices in the three program markets. More significantly, completed returns in the areas surrounding our activation rose 48% and revenue was up 30%.
