Intuit QuickBooks Apps Campaign
A social video campaign driving QuickBooks app adoption with small business audiences — exceptional video completion rates, a 3.5% CTR nearly double the industry benchmark, and a measurable increase in app connections post-campaign.
Intuit · 2020 · 
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The brief
Intuit wanted to drive adoption and active usage of QuickBooks apps among small and medium-sized businesses — a notoriously hard audience to motivate with traditional advertising. App adoption campaigns often fail because they lead with features. SMB owners don’t care about features. They care about whether something will actually help them run their business better.
What I did
We reframed the campaign entirely around customer outcomes. Instead of product demos or feature callouts, we told real stories from real business owners — showing what their working day looked like before QuickBooks apps, and what it looked like after. The content was shot as snackable social video, optimised for the environments where SMB decision-makers actually spend their time.
Targeting was surgical: we focused on small and medium business owners at the moments they were most receptive to productivity messaging, rather than blasting broadly.
The combination of compelling storytelling and precise distribution made the creative work harder — and the results showed it.
The results
- Tens of thousands of completed video views with SMB audiences — exceptional retention for paid social
- 3.5% click-through rate — almost double the industry benchmark
- Significant increase in app connections and usage following campaign completion
- The campaign strategy was recognised internally and cited as a best-practice example of how partner marketing should be done going forward at Intuit