Finance Case Study: Tax Season Preparation Software
LEVERAGING CONTENT CONSUMPTION DATA TO DRIVE COST-EFFICIENT CONVERSIONS THROUGH VIDEO
OBJECTIVE
Major tax preparation company wanted to drive efficient eFiles and engagement during tax season.
STRATEGY
We explored content environments frequented by people in the tax mindset to reach ideal audiences with highly relevant video inventory.
Our custom Content Targets included content around: the client’s brand, competing tax filing services, tax preparation information, plus non-endemic environments such as rewards credit cards and relevant tech/business news for young professionals. We tested and optimized toward the content that resonated best, engaging ideal consumers with the brand’s message.
RESULTS
The “Young Professionals” target had the highest video completion rate of all topics, surpassing endemic tax prep content. This, combined with our unique lens for defining audiences, resulted in beating the client’s well-honed CPA benchmark by 34% and winning incremental budget during the flight.
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