Collectively's annual partnership with QuickBooks aimed to drive brand reputation, awareness, and consideration by partnering with small business owners, consumers, and accountants to share their authentic stories and highlight the benefits of using QuickBooks.
Throughout the year, Collectively partnered with a diverse array of small business owners, consumers, and accountant influencers to highlight how QuickBooks helps elevate their businesses. The partnership focused on driving brand reputation, awareness, and consideration through authentic storytelling. By activating 142 influencers across 24 campaigns, we aimed to build the QuickBooks brand, engage audiences, drive traffic, and support specific "ask the expert" campaigns.
The content strategy was designed to resonate with a broad audience, featuring real-life success stories and practical demonstrations of QuickBooks' capabilities. The influencers shared their unique experiences and the various ways QuickBooks streamlined their operations, provided valuable insights, and facilitated business growth. This multifaceted approach ensured that the campaign reached different audience segments, from small business owners to consumers and accountants.
The campaign delivered outstanding results, generating a total of 434.7M organic and paid impressions and 27.8M engagements. Brand building campaigns alone delivered over 145M impressions across five campaigns. Engagement campaigns earned 45k organic engagements, while paid efforts across objectives achieved a $1.18 CPC, 32% more efficient than the $1.75 target. Traffic campaigns drove 2.9M paid link clicks at a $0.38 CPC, 3.6 times more efficient than the $1.75 target. Monthly "Ask the Expert" activations amplified the voices of inspiring business professionals and provided insights into QuickBooks resources, achieving a $0.71 CPC. These results underscore the effectiveness of Collectively's strategic approach in enhancing QuickBooks' brand reputation, awareness, and consideration among diverse audience segments.
