Content that converts

The challenge: Boost adoption of underutilized tax software for entrepreneurs.

The result: 290k+ YouTube views, 2800% increase in landing page visits and 300% uptick in user inquiries.

Overview:

As Content Specialist for Inland Revenue, I led an initiative designed to increase adoption of an underutilized tax software targeted to entrepreneurs.

The project involved conducting comprehensive interviews with software users and meticulously vetting candidates to find an individual whose experience aligned with the benefits we sought to promote. After finding our ideal candidate, Marty, I crafted a script based around Marty’s story and used pull quotes from our interviews to enrich the script while maintaining IR’s brand guidelines.

Collaborating closely with our ad agency and Marty, I scheduled the production of the promotional ad. I also took proactive measures to revamp the tax software landing page to integrate the newly crafted messaging and coordinated with our internal marketing team to ensure graphics were finalized in adherence to our designated launch timeline.

After the ad was released nationally in New Zealand, we observed a noticeable surge in interest and engagement with the tax software, including 2800% increase in landing page visits and 300% uptick in inquiries.