H&R Block with IBM Watson Partnership Integrated Marketing Campaign February 1 April 18, More than 3.9 billion total impressions

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Jasmine Andrews
6 years ago
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1 H&R Block with IBM Watson Partnership Integrated Marketing Campaign February 1 April 18, 2017 More than 3.9 billion total impressions

delivering 100+ Million impressions, including 48 Million Adults 18-49 The campaign will reach over 80% of

(PAID) More than 243 MILLION impressions 86MM impressions Drove 767 appointments Grew followers on Instagram

2 BROADCAST More than 1.4 BILLION TV & Radio impressions TV Campaign was successfully launched during Super Bowl LI with a :60 unit delivering 100+ Million impressions, including 48 Million Adults The campaign will reach over 80% of all Adults on average 14 times RADIO Campaign to run 3/13 4/18 in select markets DISPLAY & ONLINE (PAID) More than 243 MILLION impressions 86MM impressions Drove 767 appointments Grew followers on Instagram & Twitter channels by +1% 157MM impressions Drove 1,772 appointments Grew Channel during Ad Blitz more than any other brand, 3.2K subscribers (+45%) Nearly 4MM launch announcements delivered on 2/6 w/ an open rate of 10.84% driving 2,066 appointments Additional deployments on: 3/16, 3/30 & 4/6 Paid Search Delivered 42k impressions & 4,281 clicks, 10.03% CTR Sitelink resulted in 10.2MM impressions and 4,820 clicks

In Market OOH billboards, Post-its, door

windmaster in select offices LOCAL MARKETING

150 orders SOCIAL Block Bowl More than 20MM+

impressions 137k paid engagements 9k organic

3 In Market OOH billboards, Post-its, door hangers, print ads & buck slips In-Store - Door clings and window clings in all participating offices - Yard signs and windmaster in select offices LOCAL MARKETING More than 1,500 downloads on FAMS, more than 150 orders SOCIAL Block Bowl More than 20MM+ impressions 19MM paid impressions 745k organic impressions 137k paid engagements 9k organic engagements 190k impressions 5k engagements 6MM views of HRB ads featuring Watson

4 PAID Print 2.8MM+ impressions WSJ & NYT on 2/6 & 3/9 NYT Magazine on 2/26 Fast Company April Issue on 3/27 Display TV 4.7MM+ impressions Cable Buy from 3/4 3/31 Ads feature tax Social Search 4.3MM+ impressions on Facebook and 203K click-thrus 67K impressions and 1K click-thrus Runs through 4/15 Highlighted at ibm.com/watson/stories/taxes Tile on ibm.com Social Media OWNED IBMblr post on Tumblr Amplified HRB Block Bowl messaging on IBM Watson Twitter

5 More than 2.02 BILLION Earned media impressions Share of Voice EARNED H&R Block had the highest share of voice at 53% Within all HRB coverage during this time, 20% was for the announcement. AP article picked up 115 outlets PAID Overall 36MM+ impressions SMT/RMT with Meg Sutton 7.6 MM+ airing impressions to date 2MM+ web posting impressions to date Paid Content 26.7 MM+ impressions 12,400 clicks Up to 4 promoted articles 1.1MM native ad impressions

Watson Reinventing Tax Preparation Twitter @HRBlockNews OWNED EXTERNAL-FAC ING B.

Press Release (Nasdaq) 2,326 views 21% engagement rate 7.4MM+ reach 225.

4% engagement rate Block Central, Associate Poll & Videos 1,100 associates

6 partnership celebration CSC Signage OWNED INTERNAL- FACING 64,315 article views

of Client Experience Revealed 22,011 clicks to CEO & CMA video partnership details

6 10,509 page views to newsroom.hrblock.com/withwatson Top page for the month of February Press Release H&R Block with IBM Watson Reinventing Tax Preparation OWNED EXTERNAL-FAC ING B. Cobb s Future of Tax Prep LinkedIn Post 4,356 views (#1 viewed post) 58 Shares Press Release (Nasdaq) 2,326 views 21% engagement rate 7.4MM+ reach 225.3MM+ headline reach 2,531 views on the newsroom 12,492 impressions 1.4% engagement rate Block Central, Associate Poll & Videos 1,100 associates attended Feb. 6 partnership celebration CSC Signage OWNED INTERNAL- FACING 64,315 article views of Client Experience Countdown 54,029 responses to 5-day poll 41,966 article views of Client Experience Revealed 22,011 clicks to CEO & CMA video partnership details SaS Idea Board generated significant engagement 17,547 page views to the SaS feedback board to date (3x previous topics) Nearly 1,000 responses (6x previous topics) 75,000+ views from the field of K. Orosco & K. Knight video message

7 In Feb, we launched a new category innovation with Tax Pro + Watson, deepening our tax expertise And Assisted clients tell us it s working Contents are material, nonpublic, confidential and proprietary. Unauthorized distribution or dissemination is prohibited. 7

8 Yearly tracking data also shows positive progress on our Assisted tax performance We monitor how we perform on 21 key tax outcomes consumers want to buy REFUND Maximize the amount of money I receive from my refund Get my refund immediately RELATIONSHIP Allows me to work with the same tax preparer every year Allows A Person To Make An Appointment To Have Their Taxes Prepared AFFORDABILITY Allows me to pay as little as possible to prepare and file my taxes Allows me to avoid paying anything out of pocket to get my taxes prepared Lets me know the total costs of preparing & filing my taxes before I start EXPERT HELP & ADVICE SECURITY / TRUST SERVICE Does everything possible to help clients Keeps my personal information secure Treats me with respect Are tax experts Helps me understand all of the deductions and allowances I am entitled to My tax preparer ask thorough questions to understand my situation Takes every step to ensure I don't get audited My tax preparer to take full responsibility in the event of an error Allows a person to prepare their taxes in a private setting Know I can get help/advice year round Are conveniently located Makes The Process Of Preparing And Filing Taxes Go As Quickly As Possible Be guided through each step of the tax preparation process Provides A Representative To Deal With The IRS In The Event Of An Audit Contents are material, nonpublic, confidential and proprietary. Unauthorized distribution or dissemination is prohibited. 8

9 With Watson and other improvements, we increased performance across all 21 tax outcomes Perceptions of HRB Retail on Key Outcomes Average endorsement across 21 outcomes Start of Season Through Feb. 11 th Feb. 12 th through End of Season 2016 vs vs Segment 1-8% -1% +7 Segment 2-4% 1% +5 Segment 3-6% 3% +9 Contents are material, nonpublic, confidential and proprietary. Unauthorized distribution or dissemination is prohibited. 9

10 and saw big increases on key outcomes related to the new client experience Perceptions of HRB Retail on Key Outcomes Segments 1, 2, & 3 Start of Season Through Feb. 11 th Feb. 12 th through End of Season 2016 vs vs Pay as little as possible -4% 2% +6 Everything possible to help -7% 3% +10 Understand credits & deductions -9% 1% +10 Maximizes refund -9% 3% +12 Contents are material, nonpublic, confidential and proprietary. Unauthorized distribution or dissemination is prohibited. 10

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