H&R Block’s Social Media
Let’s get serious. Taxes are complicated, confusing, boring, horrible, and intimidating — the exact opposite of everything you want a brand to be on social media. So we got to work making H&R Block social-worthy with everything from a partnership with The Late Show With Stephen Colbert, tweeting play-by-plays during Super Bowl LI, and trolling TurboTax. Big corporate tax companies, they’re just like US!
THE LATE SHOW
This one was way out of H&R Block’s comfort zone (and I love them for it). My role on this project can best be described as the clients’ emotional support animal throughout the process. I set Colbert’s writing team up for success with some “please dos and please don’ts,” attended the live taping with our client where we saw the segment for the very first time (scribbling notes as fast as I could), and spent the rest of the evening prepping content to tweet live when it aired that night. We even quickly got Otto his own H&R Block email address which kicked back a funny out-of-office reply and referred everyone to his (legit) H&R Block colleagues.
SUPER BOWL
To give H&R Block’s Super Bowl “Watson” spot more fanfare, we huddled on game day with our clients and their legal team so we could live tweet during the game. It was the first Super Bowl to ever go into overtime. It was also the first Super Bowl where I paid more attention to the game than the commercials. Here’s a sampling of the play-by-play.
IF YOU CAN’T BEAT ‘EM, JOIN ‘EM.
Hey, we get it. No one wanted to hear H&R Block talk about taxes on social media. So we talked about the things they were already talking about. Not pictured: An all-day live-streaming puppy cam for those who dropped their taxes off with H&R Block and now had plenty of time to watch for hours and hours and hours.
