The challenge
Accountants drive more than 20% of QuickBooks Online subscriptions via their clients, playing a critical role in the platform’s success. But they felt underappreciated by the brand — and more like a sales channel to sell more QuickBooks software. As a result, sentiment needed a boost. QuickBooks looked to deepen its relationship with accountants.
The solution
Periscope, a Quad company, developed a new campaign called “The Accountable” to create a deeper emotional connection with accountants. It was designed to demonstrate how valued partner accountants are to QuickBooks and communicate the brand’s commitment to their success. The campaign’s centerpiece was a long-form video featuring real accountants, built to be emotionally authentic and visually impactful. The video was surrounded by multiple touch points, including social posts, display ads and print to help amplify the message.
