2017’s goals for MyTax were both to make acquisitions by taking market share from competitors and convincing those who have never applied before to do so. It was also essential that we retained existing customers and tap into those who had been customers but hadn’t applied in over a year.
To do this we analysed changing consumer behaviours and the role of TV (both traditional and “On Demand”) in the Kiwi household. We explored new, untapped audiences, mapped and identified key user personas and developed specific messaging triggers to connect with each of these different groups.
And that’s all before coming up with any creative! As far as campaign execution goes 2017 was all about positioning MyTax as the tax refund experts.
The introduction of animated ‘Monies’ characters personified the cash and brought an emotive element to the advertising.
From a digital perspective, we created a brand new Quick Application form to reduce the barriers to applying and developed dedicated landing pages for each online channel with messaging and content personalised to talk specifically to key targeted audiences. MyTax’s annual email campaign to past customers was fine tuned with a creative overhaul and targeted messaging for each audience. And of course, all of this was approached from a mobile first perspective to reflect consumer habits
MyTax have enjoyed another successful year of tax refund applications with a bumper year for both attracting new and retaining existing customers. Customer retention is at an all time high with a 21% lift on last year.
The campaign results show a more cohesive campaign being more effective across a number of channels. The website has enjoyed a 31% lift in traffic which we can attest to a campaign that has been crafted to be more targeted, relevant and effective across the board.