United Way MyFreeTaxes

Challenge: United Way came to The Motherhood for an influencer campaign targeted specifically at millennials to spread awareness of their site MyFreeTaxes, a free financial resource.

Solution: The campaign included two phases. The first engaged millennial influencers with an interest in personal finance topics in January, as conversation around filing taxes was heating up online. They attended an educational briefing to learn about the benefits of using MyFreeTaxes and then shared that information, as well as their own tips and experiences around tax filing, in blog and social media posts on Facebook, Instagram and other channels.

The second phase engaged a team of target-right amplification influencers immediately prior to the tax deadline. They used their social channels to re-surface the original team’s content and remind late-filing consumers about MyFreeTaxes.

Results: The campaign resulted in more than 33 million impressions, nearly 4,000 campaign engagements (likes, comments and shares), and gave MyFreeTaxes a share of voice online, with 90% of Twitter impressions generated by The Motherhood’s influencers during the campaign timeframe.