Social and Influencer > Interactive Campaigns
MRM WORLDWIDE, Minneapolis / H&R BLOCK / 2008
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Situation: A dry subject: Taxes. An understandably conservative client: H&R Block tax services. A difficult assignment: Win the hearts and minds of young people.Solution: Introducing Truman Greene - not exactly the spokesman you'd expect from the world's tax leader. Though he’s a YouTube novice, he comes up with an innovative way to engage his target – response videos. Armed with a camera and not much else, he does whatever it takes to educate people about filing online with H&R Block.
Results: 556,000 views in 60 days; 10% pass along; surpassed acquisition goals halfway through campaign.
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