Discovering the real people behind Intuit’s financial expertise brought a personal perspective to a national dialogue
Intuit’s name is ubiquitous in tax discussions, and its many products have strong recognition and recall across consumers of many backgrounds, including policymakers. Yet, the company’s portfolio of financial services companies is far broader and reaches millions of global consumers. Intuit engaged NJI to support a fresh approach to policy communications and creative execution to showcase this.
With shared values at the heart of our work, we began in earnest a collaboration to expand the company’s creative approach to public affairs.
NJI dove deep with members across the Intuit team to understand how the company embodied its mission of “powering prosperity around the world.” True authenticity and dedication were apparent in every conversation and served as a clear point of inspiration in campaign development. Finding the right approach to bridge sometimes complex policy issues with real-world impact was paramount.
Establishing and protecting a brand is a complex task for corporate brand teams. As a creative partner, NJI embraced the importance of understanding the intricacies of the Intuit brand style and where there was opportunity to stretch in new and creative ways that respected the company framework. This meant also understanding the respective consumer brands within Intuit’s company portfolio and collaborating with the corresponding teams: QuickBooks, TurboTax, Mint, Credit Karma, and Mailchimp.
From spotlighting tax experts who spend their days ensuring citizens get the largest tax refunds possible to highlighting the amazing technologies that help keep small businesses afloat and in control of their finances, NJI helped to amplify the commitments that Intuit makes to individuals and communities.
As a result of NJI’s campaign strategy and creative efforts, Intuit has achieved measurable increases in policymaker positive sentiment and favorability. It has also exceeded industry benchmarks in key metrics of paid media performance. NJI continues to value and amplify the voices of small business owners and partners, honoring Intuit’s commitment to powering prosperity around the world.
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