- Determine if DRTV is a viable channel for Turbo Tax’s web tax preparation service.
- Developed a hybrid direct response buying approach that incorporated:
- Standard Direct Response rotations as well as program specific buys.
- Match market testing in order to “isolate” performance of the DRTV test, during the peak of the brand campaign.
- Animated :60 and :120 spots that demonstrate the features and benefits of this leading tax software.
- Utilized the TV cost efficiency, flexibility and measurability of direct response advertising.
- Traditional advertising metrics of a branding campaign, to cost effectively drive online traffic and sales.
- Increased retail sales by 7% vs. the control markets. Campaign delivered a 1.9 MER.
- As a result, the campaign was extended through April 15th, the end of the tax season.
- The DRTV campaign was rolled-out nationally.