Taxes Your Way
- Client
- TurboTax / Intuit
- Project
- Taxes Your Way
- Agency
- Gallegos United
The Client
TurboTax is Intuit’s tax preparation platform and a leading name in the U.S. do-it-yourself tax category. It guides people through preparing and filing their own tax returns online or on a mobile device.
Make it theirs.
Creative made for a Hispanic audience while staying connected to the broader TurboTax campaign.
The Challenge
TurboTax dominated the DIY tax category but saw a major opportunity to grow among Hispanic consumers. The challenge was to build relevance with this audience, introduce the new mobile experience and stay aligned with the broader campaign—without simply translating it.
The Idea
Customize, don’t translate. The work used a mix of transcreation, adaptation and co-creation, working in collaboration with the general-market agency to preserve the campaign’s core idea while making the executions culturally relevant for Hispanic audiences.
The Work
The work featured Hispanic-specific stories starring Karla Souza and recently retired baseball superstar David “Big Papi” Ortiz, bringing cultural relevance and recognizable talent to the TurboTax experience.
Contribution
Creative development across transcreation, adaptation and co-creation, helping shape culturally relevant executions while maintaining alignment with the broader TurboTax campaign.
Results
29% of new TurboTax users driven by Hispanic creative, with just 4% of marketing spend.
Top-performing assets scored 128 vs. general market and 205 vs. benchmark in neuro-testing.
