Liberty Tax wanted to highlight one of the company’s core values- consistent authentic engagement in the local communities they serve. To this end, we developed a cause-related marketing campaign for Liberty Tax with a twofold goal in mind:
- to help families in the communities hit hardest during the economic downturn
- to increase brand awareness, and franchisee and customer loyalty
The campaign ran during both 2011 and 2012 tax seasons.
A nationwide online contest during the 2011 and 2012 tax seasons asked people how the economy was affecting them, and how their tax refunds were a huge help at tax time. People submitted their stories online, accompanied by pictures and videos. The most deserving families got a huge surprise at their front door, as our film crews, Miss Liberty Tax, and the local media came to award them thousands of dollars to Double their Tax Refunds.
Local media highlighted the stories in the winners’ communities. Social media increased the “buzz factor” as people shared the surprise videos and customer stories during the tax season with their families and friends.
Customer stories of hope became Liberty’s brand story during tax season, as families in desperate situations received much needed financial help. Liberty’s brand has expanded, inspiring a strong emotional connection and conversation between customers and the Liberty brand. Millions of uniques came to both Liberty Tax and My Refund Story websites as a result of the campaign. PR in the form of media stories greatly increased the visibility of the campaign in each city where winners were chosen.