Quickbooks: Adios Cuadernito

Angela Rodriguez

Accounting software brand QuickBooks made an iconic item the focal point of an awareness-building, culturally relatable campaign targeting Hispanic small business owners (SBOs) in the US.

Campaign details

Brand: QuickBooks Brand owner: Intuit Entrant company: alma DDBIdea creation: alma DDB Miami Market: United States Sector: Information technology Media channels: Online video, Word of mouth, Influencers, KOLs, Online display, Social media, Radio & audio Budget: 10 - 20 million

Executive summary

Despite 14% of all small businesses in America being owned by Hispanic entrepreneurs, and a record of extensive marketing to small business owners, accounting software brand QuickBooks had never done any outreach to Hispanic small business owners (SBOs) – not in-culture...

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