The context
TaxScouts was a new player in a new category — online tax filing services. In Spain, the tax season starts in early April and finishes at the end of June, and filing taxes in Spain can be quite daunting: generally, the terminology is complicated and the process is complex. Because of that, many people make mistakes when filing their taxes or forget to claim their money back, which results in a loss worth millions. 2022 was the first year when we officially introduced the Pack Renta product to the general public.
The challenge
The challenge was to position TaxScouts within the category, increasing our market share YoY and differentiating the brand from the main player, TaxDown. We also wanted to achieve brand recognition by delivering the main brand story: we’re experts in our field because we know the ins and outs of the Spanish tax system.
The human truth
Filing taxes in Spain feels like getting lost in the woods — it’s a system that’s hard to navigate unless an expert leads the way. It’s only when an experienced accountant helps files your taxes for you that you can get the highest rebate.
The idea
Working with a production company in Spain, we told a story about surviving the tax season, focusing on confused taxpayers being rescued by our accountants. We did so through a metaphor, where the tax season is a dense forest to get through and TaxScouts is the only safe way to get out. This doesn’t only help deliver the brand purpose of effortless taxes for everyone, but also helps in brand name recall through storytelling.
The execution
We launched the campaign through a hero video that run on TV, YouTube and social platforms. We also created a series of bite-sized social videos that worked as a survival toolkit for the tax season, as we covered information about basic topics like the most common tax deductions, key dates, or how the tax system works. The content series consisted of 12 episodes that were released every week, matching the length of the whole tax season.
Our campaign didn’t only run on social and television. We also created digital banner ads, copy-based Search ads, and made use of other owned channels to deliver assets like eDMs that reinforced our key campaign message.
That was also supported by a promotional TV feature where we educated consumers about our key selling propositions: a dedicated accountant, more savings, and a fixed price with no hidden charges.
The results
This campaign helped us generate a x3 YoY increase in overall Pack Renta customers and a x2.6 YoY increase in new customers. On social media, our content gathered more than 2,250,000 impressions and our accounts on Instagram and TikTok saw an increase of 100% and 547% in followers respectively. On Instagram specifically, we saw >17% engagement rate.
