Client
Quickbooks
Office
US
Project
The Street You Grew Up On
Category
Branded Content
Client Challenge
Post COVID, Quickbooks saw a drop off in new small business users. Meanwhile, competitive investment had grown +35% since 2019, chipping away at QuickBooks’ SOV. On top of all that, most customers still didn’t fully understand the depth of the Quickbooks platform beyond accounting. To reignite momentum, we needed to invest in strong personal relationships with untapped audiences, improve purchase consideration and create new brand perceptions through cultural impact.
To reach new small business owners, we needed to recontextualize Quickbooks’ role in their businesses – not just as an accounting tool, but a multifaceted platform that helps them grow and thrive. We partnered with award-winning actress, philanthropist, angel investor and entrepreneur Kerry Washington to help create that shift. Tapping her YouTube series, Street You Grew Up On, we revamped its storytelling format to speak on brand themes like entrepreneurship and community while uplifting individual businesses selected by celebrity guests. We even created additional content with Kerry featuring real small business owners as they discussed their journeys, offered guidance and ultimately received $10,000 grants courtesy of Quickbooks. A cool 86 million impressions and 52 million video views later, we had Quickbooks’ most successful content campaign ever on our hands. With real stories creating real impact at its core, this campaign showed just how powerful genuine connections to an audience can be.