Case Study: Hacking the Media Ecosystem
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Case Study: Hacking the Media Ecosystem

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In this session, learn how Intuit and RPA found white space in one of the most crowded media environments: the Super Bowl. Learn how Intuit unlocked the value of a discrete media investment to ...

In this session, learn how Intuit and RPA found white space in one of the most crowded media environments: the Super Bowl. Learn how Intuit unlocked the value of a discrete media investment to multiply its value many times over through earned media and by activating its huge SMB customer base. Mike Margolin, RPA's cross-channel media strategy lead, will share key insights.

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Case Study: Hacking the Media Ecosystem Case Study: Hacking the Media Ecosystem Presentation Transcript

  • hacking media
  • Intuit’s a great company 20.8B Market Cap
  • with a great culture #8 on 2014 Fortune List of Best Companies To Work For
  • featured in The Lean Startup
  • but they’re not small Intuit SMB customers generate $2.6 trillion: ~20% of US GDP 1 in 12 American workers are paid with Intuit Payroll
  • Intuit’s primary competition
  • there’s just one problem Where did it say “Intuit”?
  • it was time to take credit
  • a simple idea give small businesses a voice, celebrate their passion
  • overcommit by showing our love of small business on the biggest stage > 110MM : 1x
  • our white space: What small business wouldn’t want an ad on the Super Bowl? What small business has $4MM to spend on a Super Bowl ad? What would small businesses do to win that ad? How can we make them all heroic in their quest?
  • we had to celebrate SMBs
  • Jimmy was a riot
  • Bill was everywhere at once
  • Drew Brees lent a hand
  • the press loved it
  • entries started pouring in
  • and then we activated SMBs
  • they were scrappy and tireless
  • for seven months
  • all the way to the end
  • all the way to the end
  • but this was a contest for a Super Bowl ad, right? why all this effort? 7 months of activation while most everyone else was silent 10+ billion earned media impressions before the game significant sentiment lift: “Intuit stands for small business success”
  • then the Super Bowl finally arrived when one business took the prize
  • then the Super Bowl finally arrived when one business took the prize
  • and Intuit finished their media hack 15,000 small businesses entered to win Tens of thousands of tweets reaching millions of followers Number one trending topic on Facebook
  • key takeaways A media placement isn’t just a commodity – it can be leveraged and value can be multiplied Everyone likes a feel-good story Shining the light on your customers can be a big win Customers will go to the ends of the earth – if motivated enough