H&R BLOCK - CASH CLASS

EPISODE 1

OBSTACLE: H&R Block was looking for a parter with scale and cultural cache to help increase awareness and drive engagement to their online platform not only during tax season, but all year long.

SOLUTION: A captivating social series that anchors a comprehensive media plan, and drives engagement during tax season and beyond

Cash Class was the custom portion of WMX’s overall solution, a large, full funnel media driven program. Hosted by a financial expert, Cash Class is an entertaining yet digestible and informative social series. It’s something to watch while you're waiting for Ubereats to arrive and will make you sound a little smarter in front of your finance friends. The Cash Class campaign displayed the brand's core vision at scale and positioned H&R Block as the premiere choice to help young consumers make the most of what they had during tax season.

Approach:

Our strategy centered on demystifying the financial narrative for younger audiences by integrating tax education into their digital-first lifestyle. Recognizing that traditional tax advice often fails to engage this demographic, we opted for a casual, yet authoritative series format that could integrate seamlessly into their daily digital routines. This method ensured continuous learning was as effortless and habitual as scrolling through their social media feeds.

Strategic Execution:

Content Adaptation for Digital Consumption: Each installment of Cash Class was carefully crafted to tackle prevalent financial concerns and misunderstandings. We employed concise, visually compelling content formats optimized for social media, enhancing shareability and viewer retention.

Sustained Engagement Blueprint: We strategically released episodes throughout the year, moving beyond the seasonal spike of tax season to cultivate a consistent, engaged audience base. This approach helped establish H&R Block as a perennial resource for financial guidance, reinforcing customer engagement and brand loyalty.

Outcome:

Cash Class markedly elevated H&R Block’s profile among millennials and Gen Z, transforming their perception of the brand from a seasonal tax preparer to an integral part of their financial lifestyle. Engagement metrics soared as the series became a staple in the financial toolkit for young adults, driving significant increases in traffic to H&R Block’s online platforms. This sustained interaction not only heightened brand trust but also translated into a measurable uptick in the utilization of H&R Block’s services year-round, particularly among first-time tax filers and those seeking financial planning advice.