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The Stache Act - Bringing Social Relevance to HR Block

How do you make a 54-year old brand relevant with younger taxpayers? It's easy: with mustaches!

Scott Gulbransen

on 21 January 2014

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Transcript of The Stache Act - Bringing Social Relevance to HR Block

New Again
Brand Renewal
Find relevance or die!
Our History
Rich, Deep & 54 Years Old
New consumers need to be convinced you're not yesterday's news
Innovative, Bold
Prepared over 550 Million tax returns since 1955
How to "Old Spice" H&R Block?
Tap an existing trend with built-in audience
Content partner well established, cult following
Brought "edge" to our social content
How do we do it?
Find a partner to help
Need to be Old Spice, not Oldsmobile
FInd a good cause who can benefit
FInd a hook that's relevant
What about mustaches?
Change mindset with target
Matrix Partners preso!
Harvard Business Review
How to lower the cost of enterprise sales?


Our Clients
Are Changing
The Connected Generation
Only know a connected world
How Do We Become More Relevant?
Oh Snap!
We're Old Fashioned!
Mom & Dad Became
Grandma & Grandpa
They know, trust brand
Now, almost half now under 35
How they buy...
Want brands who
care about what they do
_ _ _ _ _ _
Making Taxes
42% make purchase decisions based on online recommendations
Or at least making our brand more relevant to the 18-34 year old audience!
H&R Block
The Results?
Brand Lift? YES!
Media Results HUGE!
Were Noticing
The Cost to Acquire a Customer (CAC) exceeds the Life Time Value (LTV) a customer brings us.
This is my third go-around selling to large enterprises, SkyStream, Kontiki and now Qumu.

I like to explain to you the problem the way I see it, the changes I suggest to avoid making the same mistake again. and
Travels to Clients
Travels to clients to get to know them
Build report over lunch, dinner & golf events
Uses Social Media to find new leads
Closes deals face-to-face to relay commitment
Stache Act
AMI brought us a built-in audience, and hilarious content
Brand is great but lots of younger clients don't know it!
Latest in asynchronous selling tools
Looking for brand relevance beyond expertise
Have used social media to buy/recommend a product/service in last 12 months
Avg. 350 friends online
Brand "Wants"
...but don't take themselves too seriously!
Old Spice Relevant Again!
Traffic up 300% in weeks following launch
#1 All-time most viewed sponsored channel on YouTube
100 Million Views on YouTube
The campaign increased sales by 27% over 6 months after launching (year on year)
Old Spice now #1 selling body wash (Was 4th)
"What really kills a brand is it's failure to respond to changing tastes...It takes a lot to kill a brand. But great brand management, organization fortitude and change can keep strong brands thriving forever.
*Crain Auto News, June 2004
The Stache Act
Groundbreaking 2010 white paper written by noted tax policy professor Dr. John Yeutter of Northeastern State Univ.
Outlined an equitable tax path toward economic reciprocation — rewarding people who aid American good looks and the economy by embracing facial hair
Seeks annual $250 deduction for expenditures on mustache grooming supplies in determination of Adjusted Gross Income
Social Content Blitz
Kristain Bush
John Oates
Wayne Brady
Social Engagement
Leverage the platform
where the audience is
"Since the endorsement announcement in mid-February, along with the supported cause, Buzz for the brand among young and middle-aged adults has increased."
"H&R Block’s Buzz score has jumped from 6 to 20 by the end of February."
"This increase in Buzz score has closed the previously significant gap with the brand’s key competitor TurboTax..."
"H&R Block is kinda cool!"
and a good cause
MMM on Wash. DC
- 12 media crews covered
- Over 1M MA's attended
- Best looking protest in the history of protests
- Police escort
The Cause
"The community members were very active online, proud of their mustaches, and thrived on being part of a bigger cause. AMI and H&R Block created a space for these community members to connect with other mustache aficionados and take action together for a good cause."
256M Media Impressions
91 National Media Hits
Live/taped interviews: Fox News (2), CNN, ABC News, Bloomberg
Full transcript