Powering Prosperity
The Earned Income Tax Credit (EITC) is available to millions of households for workers with modest incomes, yet the IRS says many fail to claim it each year.
I worked alongside the Intuit team to help launch a digital ad campaign supporting the expansion of the EITC and the benefits it provides to millions of Americans. Targeted at policymakers, the campaign consisted of digital ads and banners that ran on Politico’s website, Intuit’s blog, and social channels such as LinkedIn, Twitter, and Facebook that are highly consumed by policymakers.
Digital Ad Campaign
The Missing Piece
Four concepts were presented to the client in total with my concept “Missing Piece” being the chosen direction. I decided to feature two widely recognized symbols, a puzzle piece and a dollar bill, creating the appropriate metaphor to quickly capture policymaker’s attention and reinforce why Intuit supports the EITC.
Making an Impression
9,211
impressions generated by Intuit’s ads
2,295
impressions on Intuit’s Morning Tax landing page over the span of a week
60
in-newsletter clicks
Over 2x
The in-newsletter banner ad achieved an impressive CTR of 0.29%, exceeding our benchmark by over 2x
Overall the metrics generated by the campaign were exceptionally strong given the abbreviated sending schedule.
As a result of the campaign and creative efforts, Intuit achieved measurable increases in policymaker positive sentiment and favorability. New law changes expanded the EITC for 2021 and future years.
These changes included: More workers and working families who also have investment income can get the credit. Starting in 2021, the amount of investment income they can receive and still be eligible for the EITC increased to $10,000
