Tax Wars: How H&R Block & TurboTax Are Leveraging Influencers
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By: Noah Tuller
It’s everyone’s favorite time of the year: Tax Season. Donald Trump proclaimed his dream of making the Tax Code so simple it would put H&R Block out of business, but we’re not quite there yet. Meanwhile, H&R Block and TurboTax have both boosted marketing efforts and ramped up their influencer strategy.
For years, H&R Block has featured an unknown, grey-haired, bespectacled gentleman along with the slogan “Get Your Billions Back America,” playing on the idea that those who do their taxes without a professional are leaving money on the table. Their new campaign features a face many would recognize, Mad Men’s Jon Hamm. Hamm, who has previously done voice over work for American Airlines and Mercedes, finally makes his debut as the face of an advertising campaign.
The dapper Don Draper and his commercials are a stark contrast to what H&R Block has previously done. Hamm, dressed more stylishly, is smooth talking and casually publicizes H&R Block’s new slogan: “Get Your Taxes Won.” The idea here is that if Jon Hamm is on the screen, you’re going to be watching him, so there’s no need for him to scream anything from the rafters. He’s already got your attention.
While H&R Block is using one person to spearhead their new campaign, TurboTax has picked a handful of high profile celebrities to do the same. Music producer DJ Khaled, actress Kathy Bates, and retired baseball player David Ortiz are all names TurboTax has tapped into in order to promote the ability to video message financial consultants straight from your phone in order to help walk you through how to fill out your forms.
What is great about the TurboTax ads is that they play on the idea of each celebrity looking for tax advice on relatable activities. Ortiz is now occupying his time by teaching tennis at a country club and is curious if he can write-off the equipment he is purchasing. Bates has just moved into a new home haunted by ghosts and wants to know if they can be claimed as dependents (not so relatable necessarily but a great nod to her Emmy award-winning role in American Horror Story). Finally, DJ Khaled inquires about business deductions after starting his own personal training business. The company, owned by Intuit, has also tapped into the Hispanic market by creating a commercial in Spanish featuring actress Karla Souza.
Both H&R Block and TurboTax tap into the distinct personalities and backgrounds of each influencer, which creates enjoyable content to watch. Once we get into the heart of that much-anticipated time of the year and you need something to help put a smile on your face, just remember the look of pure delight Jon Hamm has when he bites into that sprinkle donut or that when the tax expert in the video message asks, “Hello Mr. Khaled, did you have a tax question?” DJ Khaled responds with “Yes, Ms. Tax Lady.”
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