QuickBooks Own Your Growth

The Challenge

QuickBooks needed to shift perception among small business owners, moving from being seen as accounting software to being understood as a genuine partner in business growth. The campaign needed to reach both new audiences at the top of the funnel and those already considering the product, with content that felt emotionally resonant rather than purely functional.

The Strategy

Collectively partnered with Intuit on a campaign that connected QuickBooks' capabilities to the emotional reality of entrepreneurship, specifically the journey from feeling overwhelmed to feeling empowered. Small business creators were selected for their authentic connection to the challenges and milestones of running a company, with their stories designed to reflect pivotal moments in business ownership where QuickBooks could play a meaningful role.

The Work

The campaign was designed to work across the full funnel, with top-of-funnel content driving awareness and perception change while mid-funnel placements, including paid social, keyword-targeted search ads, and AI-enhanced features, drove engagement and consideration. Creator content extended beyond social channels into a national television commercial and a Times Square billboard, while behind-the-scenes footage added further depth and authenticity.

Results

The campaign delivered over 372 million paid impressions and 4.1 million organic impressions. Landing page views were achieved at a cost per view significantly more efficient than benchmark, and comment relevancy was twice the benchmark, demonstrating genuine audience engagement rather than passive reach.

The Judges' Verdict

"Emotionally intelligent, strategically sound, executed across the funnel. The OOH-specific content adaptations were proactively considered, and that makes this stand out even more."