QuickBooks
Customer-led & UGC Campaigns
Role: Strategy, Creative Direction and Art Direction
Brand: Intuit QuickBooks
Production Agency: Superside
Challenge
Traditional campaigns require significant investment. With restricted budgets, QuickBooks needed a fast, budget-friendly approach to drive brand engagement and product conversion for Rest of the World and AU markets.
Insight
Research findings show that small business owner and accountant prospects are more likely to engage with real customer stories of using QuickBooks, particularly stories that highlight specific features and benefits relevant to their needs.
Creative
We identified high-growth markets across our portfolio and recruited influential customers to showcase how QuickBooks streamlines their business. This content was served via paid and organic channels on Meta, TikTok, and YouTube to strengthen consideration and conversion across our portfolio of products.
Impacts
Strong conversion in focus regions such as Australia, South Africa and LATAM. One campaign - "Cruise through tax time" contributed to a spike in Gross New Users in the accountant segment: a 569% increase in February and a 405% increase in March 2025.
Challenge
Traditional campaigns require significant investment. With restricted budgets, QuickBooks needed a fast, budget-friendly approach to drive brand engagement and product conversion for Rest of the World and AU markets.
Insight
Research findings show that small business owner and accountant prospects are more likely to engage with real customer stories of using QuickBooks, particularly stories that highlight specific features and benefits relevant to their needs.
Creative
We identified high-growth markets across our portfolio and recruited influential customers to showcase how QuickBooks streamlines their business. This content was served via paid and organic channels on Meta, TikTok, and YouTube to strengthen consideration and conversion across our portfolio of products.
Impacts
Strong customer growth in focus regions such as Australia, South Africa and LATAM. One campaign - "Cruise through tax time" contributed to a spike in Gross New Users in the accountant segment: a 569% increase in February and a 405% increase in March 2025.
Challenge
Traditional campaigns require significant investment. With restricted budgets, QuickBooks needed a fast, budget-friendly approach to drive brand engagement and product conversion for Rest of the World and AU markets.
Insight
Research findings show that small business owner and accountant prospects are more likely to engage with real customer stories of using QuickBooks, particularly stories that highlight specific features and benefits relevant to their needs.
Creative
We identified high-growth markets across our portfolio and recruited influential customers to showcase how QuickBooks streamlines their business. This content was served via paid and organic channels on Meta, TikTok, and YouTube to strengthen consideration and conversion across our portfolio of products.
Impacts
Strong customer growth in focus regions such as Australia, South Africa and LATAM. One campaign - "Cruise through tax time" contributed to a spike in Gross New Users in the accountant segment: a 569% increase in February and a 405% increase in March 2025.
Challenge
Traditional campaigns require significant investment. With restricted budgets, QuickBooks needed a fast, budget-friendly approach to drive brand engagement and product conversion for Rest of the World and AU markets.
Insight
Research findings show that small business owner and accountant prospects are more likely to engage with real customer stories of using QuickBooks, particularly stories that highlight specific features and benefits relevant to their needs.
Creative
We identified high-growth markets across our portfolio and recruited influential customers to showcase how QuickBooks streamlines their business. This content was served via paid and organic channels on Meta, TikTok, and YouTube to strengthen consideration and conversion across our portfolio of products.
Impacts
Strong customer growth in focus regions such as Australia, South Africa and LATAM. One campaign - "Cruise through tax time" contributed to a spike in Gross New Users in the accountant segment: a 569% increase in February and a 405% increase in March 2025.
Challenge
Traditional campaigns require significant investment. With restricted budgets, QuickBooks needed a fast, budget-friendly approach to drive brand engagement and product conversion for Rest of the World and AU markets.
Insight
Research findings show that small business owner and accountant prospects are more likely to engage with real customer stories of using QuickBooks, particularly stories that highlight specific features and benefits relevant to their needs.
Creative
We identified high-growth markets across our portfolio and recruited influential customers to showcase how QuickBooks streamlines their business. This content was served via paid and organic channels on Meta, TikTok, and YouTube to strengthen consideration and conversion across our portfolio of products.
Impacts
Strong customer growth in focus regions such as Australia, South Africa and LATAM. One campaign - "Cruise through tax time" contributed to a spike in Gross New Users in the accountant segment: a 569% increase in February and a 405% increase in March 2025.
How I delivered
1. Reseach and strategy
I collaborated with Marketing and Analytics partners to identify LATAM and South Africa as high-growth markets to focus our acquisition efforts.
2. Customer recruitment and production brief
I partnered with our vendor to manage the recruitment process. We recruited influential customers, predominantly in Africa and LATAM, and ensured they understood the brief I put together: the product stories we wanted to tell and the brand tone we wanted to convey.
3. Storyboard and script
I storyboarded the narrative to establish the brand tone and core message. This was then translated into each customer's own words to keep the videos authentic.
4. Filming
For higher-budget content, I directed the shoot remotely via livestream to ensure the shots accurately reflected the storyboard. For UGC-style content, creators shot the videos following the guidance in my creative brief.
5. Creative optimsation and messaging testing
We rolled out messaging variations and CTAs to test what resonated with the audience, then optimised where needed to drive stronger click engagement.
Script and storyboard
I used AI to create storyboards that helped creators understand the narrative, which they then adapted into their own words for the final executions.
Below are some of the final deliverables from the customer-led and UGC campaigns.
South Africa - Cruise through tax time
South Africa - Bank Attached
Australia - Expenses
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