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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Transcript

  • 1. hacking media
  • 2. Intuit’s a great company 20.8B Market Cap
  • 3. with a great culture #8 on 2014 Fortune List of Best Companies To Work For
  • 4. featured in The Lean Startup
  • 5. 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
  • 6. Intuit’s primary competition
  • 7. there’s just one problem Where did it say “Intuit”?
  • 8. it was time to take credit
  • 9. a simple idea give small businesses a voice, celebrate their passion
  • 10. overcommit by showing our love of small business on the biggest stage > 110MM : 1x
  • 11. 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?
  • 12. we had to celebrate SMBs
  • 13. Jimmy was a riot
  • 14. Bill was everywhere at once
  • 15. Drew Brees lent a hand
  • 16. the press loved it
  • 17. entries started pouring in
  • 18. and then we activated SMBs
  • 19. they were scrappy and tireless
  • 20. for seven months
  • 21. all the way to the end
  • 22. all the way to the end
  • 23. 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”
  • 24. then the Super Bowl finally arrived when one business took the prize
  • 25. then the Super Bowl finally arrived when one business took the prize
  • 26. 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
  • 27. 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