H&R Block has almost 100% awareness. But somehow, it's always the second choice of younger tax filers, overshadowed by a digital-only competitor. We needed to break through a cluttered world to prove to Gen Z that H&R block was more than their parent's tax company. This case study shows how an unconventional media strategy, together with cross-device, cross-channel platforms can capture attention during cultural moments. Including partnerships with influencers like Funny or Die, Vice and WXM that created thumb-stopping custom content.
The results, H&R Block grew it's Gen Z clients by 8% year-over-year with 15% penetration of the total Gen Z labor force. With an aided awareness of do-it-yourself tax filing with Gen Z by 6%. This shift in strategy increased overall reach with GenZ by an incredible 10%.
The results, H&R Block grew it's Gen Z clients by 8% year-over-year with 15% penetration of the total Gen Z labor force. With an aided awareness of do-it-yourself tax filing with Gen Z by 6%. This shift in strategy increased overall reach with GenZ by an incredible 10%.