Intuit QuickBooks

hEROES OF ACCOUNTABILITY

The Situation

We needed to launch an acquisition campaign to get prospective accountants to sign up for QuickBooks Online Accountant (QBOA). While many accountants agreed that while QuickBooks was still the standard for small business accounting, it’s far from being the best solution. If another stable option presented itself, they’d absolutely consider moving themselves and their clients to another product.

QuickBooks had focused so much of their energy on appealing to small businesses, that it started to take for granted all work accountants did to help their clients thrive. Even in prior marketing efforts accountants were often presented as nerdy, data-crunchers rather than an important part of small business success stories.

The Solution

Today's new wave of accountants grew up as digital natives who viewed technology as a way to keep upskilling their own abilities. In order to get this new breed of accountants to partner with QuickBooks, we needed to show that we were a platform where they could be mentored to continue leveling up their skills. We didn't want to just showcase them crunching data, instead we chose to feature the daily heroic feats they could pull off that made the difference between a small business surviving and thriving.