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  • Product Is Our People
    CLIENT:  LIBERTY TAX SERVICE Our team found the best stories among the people that are Liberty Tax- from tax preparers to managers to franchisees.  READ MORE >
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    CLIENT:  LIFE HAPPENS Auroris was tasked with producing the communication pieces for the 2014 campaign through a fun and creative video communicating the message that “life happens” featuring its celebrity spokesperson Boomer Esiason.  READ MORE >
  • The Tax Day Experience
    CLIENT:  LIBERTY TAX SERVICE Liberty Tax wanted to create a buzzy PR event on Tax Day- the last official day to turn in taxes to the IRS. We created and staged a Red Carpet experience on Times Square unlike any other.  READ MORE >
  • "I Want to Go Home"
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  • My Refund Story
    CLIENT:  LIBERTY TAX SERVICE Liberty Tax wanted to highlight one of the company's core values- consistent authentic engagement in the local communities they serve.  READ MORE >
  • Beautiful Game
    CLIENT:  1GOAL, SABC We developed a 1-hr broadcast documentary highlighting organizations working to give hope using sport, and using celebrity spokespersons to raise the visibility of the cause: FIFA and 1GOAL.  READ MORE >
  • Serve The City
    CLIENT:  SERVE THE CITY, INT'L Our goal was to cause the movement to spread into new countries, and volunteerism to grow, as people saw and embraced the essence of the movement.  READ MORE >
  • Times Square Flashmob
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  • Everything Must Change
    CLIENT:  THOMAS NELSON PUBLISHERS Client wanted to extend the reach of the book by making the tour experience available for the readers.  READ MORE >

My Refund Story

My Refund Story

FORMAT

Ad campaign/ PR Campaign

STRATEGY >
IMPLEMENTATION >
RESULTS >

CLIENT:

Liberty Tax Service

Refund Tax Company

LEARN MORE

Strategy:

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.

Implementation:

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.

Results:

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.