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Intuit QuickBooks’ new global brand platform in Canada, “Business Differently,” is showcasing various types of small businesses owners and encouraging viewers to rethink their notions of success.
The campaign, by FCB Global, Intuit’s AOR, takes two approaches to its content: one series of spots across broadcast and digital channels highlights the various types of business owners one might find at a single event – such as a gala, construction site or soccer game – while a separate set of videos for social media showcases real small business owners from across Canada, such as a woman who runs a goat farm and includes yoga with the animals as part of her programming.
“We wanted to bring our brand platform to life in a fun and captivating way,” Puja Subrun, interim Canada country manager and VP, GTM at Intuit tells strategy. “Tapping into countless creative opportunities with video production enables us to do that in our TV spots. Additionally, as a company, our customers are integral to everything we do, and depicting real small business owners’ journeys allows us to shine the spotlight on how they do ‘business differently,’ while creating relatable and dynamic content that lives more authentically on social and digital channels.”
Subrun says that according to the Intuit QuickBooks Small Business Index Annual Report, more than 98 per cent of all businesses in Canada are small businesses, employing 47 per cent of Canada’s workforce.
“Small businesses are the backbone of the Canadian economy,” says Subrun. “Small businesses spur innovation, new jobs and opportunities, and ensuring this critical community thrives is essential. At Intuit QuickBooks, we are committed to providing businesses of many sizes with a financial platform that serves all of their business needs, from paying employees to accepting payments, helping set them up for success as they define it.”
She adds that the goal of the global brand platform was to have it resonate with small businesses across various markets, including Canada, the U.S., the U.K. and Australia.
The campaign, a multi-channel, integrated effort, will run throughout 2024.
In addition to the ad spots placed across broadcast and digital channels (showcasing various small business owners on the job) and a social media campaign that features cut downs of the spots and newly-created content (featuring real small business customers), influencer activations across various platforms showcase stories created by small business influencers describing the top business “green flags” that set them up for success.
The campaign will also launch a series titled “Success in 7” later this month on “The Feed” podcast, hosted by tech expert and entrepreneur Amber Mac. The series features interviews with four small business owners for seven minutes each to discuss how they define success, how they’ve overcome challenges and how they use QuickBooks.
The following agencies were involved with the campaign: Alma for social media, The Collectively for influencers, Edelman Canada for PR and Zenith for Media.
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