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Making taxes less taxing

Making taxes less taxing

Making taxes less taxing

Explore how Intuit TurboTax transformed tax season with a content strategy featuring top-of-mind questions and answers, as well as advice tailored to newcomers to Canada.

Client

Intuit TurboTax

Deliverables

Content

Year

March to May 2023

Preview

Project Link

Challenge:

TurboTax wanted to remind Canadians that it's more than just a DIY tax platform – it’s an online tax solution staffed with experts and easy-to-use tools that users can access any time to confidently navigate the challenges of tax season.

Solution:

The content strategy included a Sponsor Content series titled 'Top Tax Tips’ and a detailed article focusing on newcomers' tax filing. The series covered all sorts of tax-related topics, from how DIY investors should track their trades to why the Canada Revenue Agency (CRA) cares so much about your relationship status. Our newcomer Canadian-focused article specifically compared tax differences recent immigrants might encounter compared to their experiences in India, China, the U.S., and the Philippines.

Results:

Intuit TurboTax successfully engaged its audience with a well-executed content strategy, resulting in significant page views, cost efficiency and high user engagement during the tax season.


  • 4X the expected page views

  • CPV efficiency exceeding the plan by over 3X.

  • Surpassed the benchmark for average time spent on content by 9%, indicating strong audience engagement.

Challenge:

TurboTax wanted to remind Canadians that it's more than just a DIY tax platform – it’s an online tax solution staffed with experts and easy-to-use tools that users can access any time to confidently navigate the challenges of tax season.

Challenge:

TurboTax wanted to remind Canadians that it's more than just a DIY tax platform – it’s an online tax solution staffed with experts and easy-to-use tools that users can access any time to confidently navigate the challenges of tax season.

Solution:

The content strategy included a Sponsor Content series titled 'Top Tax Tips’ and a detailed article focusing on newcomers' tax filing. The series covered all sorts of tax-related topics, from how DIY investors should track their trades to why the Canada Revenue Agency (CRA) cares so much about your relationship status. Our newcomer Canadian-focused article specifically compared tax differences recent immigrants might encounter compared to their experiences in India, China, the U.S., and the Philippines.

Results:

Intuit TurboTax successfully engaged its audience with a well-executed content strategy, resulting in significant page views, cost efficiency and high user engagement during the tax season.


  • 4X the expected page views

  • CPV efficiency exceeding the plan by over 3X.

  • Surpassed the benchmark for average time spent on content by 9%, indicating strong audience engagement.

Takeaways: The specific angles and answers to top-of-mind questions during tax season made the storytelling feel like must-read content to our users, as though skipping an article could cost them key information that would directly translate to savings at tax time.

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