The results
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
Betty, a Quad agency, 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. To help amplify the message, the video was surrounded by multiple touch points, including:
