TurboTax Mardi Gras Campaign Wins Content Marketing Beads

Mardi Gras—otherwise known for general revelry and perhaps some poor decision making—at its core is a jovial, carnival-themed celebration of color and culture. It’s a bit surprising then that TurboTax, a color-in-the-lines company, capitalized on both ends of Mardi Gras’ reputation in order to present a killer content marketing campaign this February.

Whether you’re a business owner or a fellow content marketer, you can find inspiration from the components included in TurboTax’s set of three Mardi Gras themed television ads. Perhaps its approach will even rejuvenate you in stepping away from tired, overused devices. I’ll step back for a moment, while you watch the first two ads:

[youtube https://www.youtube.com/watch?v=3G6Vgbx66L0]

[youtube https://www.youtube.com/watch?v=961IE1TO1lQ]

Relatability:  By way of these vignettes, the tax service enterprise showcases hypothetical situations that in the end tie back into the typical questions asked on a tax return. As such, the ad gains the critical relevancy needed to successfully reach TurboTax’s target audience, or American adults getting ready to file their taxes. Perhaps the portrayal of two street performers falling in love may not be the most realistic scenario; but it is attention-grabbing nonetheless. Either way, TurboTax makes it clear that it knows its audience.

Humor: For me, these commercials say, look – we run a serious business which can benefit your life as a consumer, but we are fun and creative, too. My favorite of the trio is, “Where’s Janet?” Watch the video for yourself:

[youtube https://www.youtube.com/watch?v=cHYWRgGrcps]
Again, an exaggerated real life situation is simulated sparking audience engagement as well as a chuckle. TurboTax takes advantage of the bad behavior tendencies of Mardi Gras celebrations to make us laugh while subtlety advocating their services—also known as brilliant creative strategy.

Visual Stimulation: I’ve seen some pretty pallid financial services commercials before, but TurboTax steers clear of the boring category with this Mardi Gras campaign. This historical festival is all about its vibrant parades, abundance of Cajun delicacies and letting go of inhibitions (take Janet for instance). Each commercial features the floats, the dancing, and the confetti littered streets associated with this particular celebration. In doing so, TurboTax stands out from their competitors by providing robust content filled with life and color.

Raise a toast to improving your creative strategy! How are you going to win your content marketing beads this Mardi Gras?