Intuit Quickbooks x Shark Tank

STRATEGY

Utilize :60s docu-style creatives of each small business owner, showcasing their journey to opening their business. These videos incorporated an interview style setting where he/she spoke about how QuickBooks gave them confidence to answer financial questions asked by the Sharks and how the tools they received help transform their business. By leveraging main partners across Broadcast TV, Digital Display, Online Video, and Social, we looked to build synergy across each channel in order to generate mass awareness and consideration.

EXECUTION

On social, we leveraged 6 custom creatives including statics/videos provided by ABC, running paid sponsorships out of the Intuit QuickBooks, ABC Network and Shark Tank FB/IG handles. Shark Tank also assisted in posting organic video posts of each business on the show, providing added value in brand awareness through its 1.6MM followers. By targeting small business owners and self-employed workers, we looked to show how QuickBooks could help business entrepreneurs manage their financials in an organized and simple way.

RESULTS

+83% site visitation and 4% in attention score
Social posts drove +21% in engagement rate
Maintained VCRs above +88% across each channel
Cousins Maine Lobster elicited the strongest Brand Memorability, driven by robust Ad Memorability

Creatives

CHALLENGE

In December 2018, Intuit QuickBooks partnered with ABC's Shark Tank in order to promote 3 small businesses featured on the show (Cousin's Maine's Lobster, R.Riverter, & Pipsnacks). In order to back these businesses, we were tasked to drive awareness and consideration through a contextually relevant Shark Tank partnership, engaging with consumers who already had an affinity towards business and entrepreneurship.