Intuit QuickBooks and GIPHY Team Up to Celebrate the Small Business Community in “BACKING YOU” Campaign
January 17 2019 - 4:05PM
Business Wire
QuickBooks unveils first GIF collection
specifically designed for small business owners and independent
workers
As part of its global “BACKING YOU” campaign, which demonstrates
how QuickBooks helps drive small business, self-employed and
mid-market enterprise customers’ success, Intuit (Nasdaq:INTU)
QuickBooks today announced it has teamed up with GIPHY, the first
and largest GIF search engine. Through this alliance, QuickBooks
leveraged GIPHY’s search advertising and content products, to
provide the one of the first library of GIFs made specifically for
the independent worker. The GIF series stars Danny DeVito, who acts
as a coach and advocate for small businesses in the latest campaign
for the brand that debuted in December. QuickBooks will also
leverage GIPHY’s innovative new story feature by launching an
original micro-series designed specifically for the platform.
Though there are millions of small business owners and
self-employed in the world, there’s a lack of short-form content
focused on small businesses. Noticing this, QuickBooks and GIPHY
have teamed up to celebrate small business owners by providing a
visual and expressive way to share their tribulations and triumphs.
The GIFs will be auto-populated to give independent workers the
perfect response for many business-oriented search terms such as
“cash,” “work,” “taxes,” “boss,” and “small business;” and many
common celebratory phrases such as “got your back,” “mic drop,”
“winning,” and “genius.”
QuickBooks’ new original micro-series called “Getting Down to
Small Business” will feature seven real small businesses including
a restaurant, retail shops, a photographer, an architect, an auto
shop, a real estate agent, and a 3D plastics manufacturer. Their
unique stories will be told through five sequential GIFs exploring
what makes their business special. Through the campaign, QuickBooks
is giving small business owners a voice to tell their stories in
the visual language of the 21st century: GIFs.
“‘BACKING YOU’ was introduced to both recognize and empower
small business owners. Given the popularity of communicating
through GIFs, we wanted to bring a sense of community to the
self-employed and small business community, which our new campaign
with GIPHY provides,” said Dan McCarthy, Vice President Global
Marketing for QuickBooks at Intuit. “Our work with GIPHY’s search
advertising features presented a timely opportunity to use the
breakthrough format to reach our intended audience where they’re
already communicating and shine a light on what makes our community
special. We are excited to continue to up level the content and
opportunities made available through QuickBooks’ ‘BACKING YOU’
campaign.”
“GIPHY’s ad products were designed to support brand storytelling
through GIFs and to create content that is both easily searchable
and valuable for relevant users,” said Alix McAlpine, Director of
Brand Strategy at GIPHY. “We saw these purposes, and more, come to
fruition through this campaign with QuickBooks. Using GIPHY's data
and pop-culture insights, QuickBooks designed very thoughtful and
humorous content that not only resonates with the small business
and self-employed community, but also brings content from the
traditional form of TV advertising to the modern world of
GIFs.”
In collaboration with their agency of record, TBWAChiat Day,
QuickBooks rolled out the latest chapter of its “BACKING YOU”
campaign; a multi-channel campaign featuring Golden Globe
Award-winning actor Danny DeVito, in December 2018. In the newly
launched campaign, DeVito acts as a coach and advocate for small
businesses on behalf of QuickBooks. The campaign includes a series
of instructional 15-second films and 30-second television
commercials that leverage DeVito’s trademark humor to shed light on
the common struggles small business owners experience and
demonstrates the simplicity of using QuickBooks.
Included in the original campaign launch, the bespoke Danny
DeVito GIFs have already amassed more than 15 million views and
counting. Now the small business community has access to even more
GIFs and can view the original small business micro series,
“Getting Down to Small Business” at www.giphy.com/intuitquickbooks.
For more information about the campaign and Intuit brands, visit
www.Intuit.com.
About Intuit
Intuit’s mission is to Power Prosperity Around the World. Our
global products and platforms, including TurboTax®, QuickBooks®,
Mint® and Turbo®, are designed to empower consumers, self-employed
and small businesses to improve their financial lives, finding them
more money with the least amount of work, while giving them
complete confidence in their actions and decisions. Our innovative
ecosystem of financial management solutions serves 50 million
customers worldwide, unleashing the power of many for the
prosperity of one. Please visit us for the latest news and in-depth
information about Intuit and its brands and find us on social.
Intuit, QuickBooks, QuickBooks Connect, QuickBooks ProAdvisor,
TurboTax, and Mint are trademarks of Intuit Inc. Other parties’
marks are property of their respective owners.
About GIPHY
GIPHY is GIFs. The first and largest GIF search engine, GIPHY is
where thousands of artists, brands, and pop culture moments make
today’s expression, entertainment, and info a little more moving.
GIPHY serves more than 5BN GIFs per day, seen by more than
300M daily active users who watch more than 8M hours of
GIFs every day.
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version on businesswire.com: https://www.businesswire.com/news/home/20190117005157/en/
Bradford WaltonIntuit650-477-4583
Jen GarciaAccess415-844-6244
Natalie VegelGIPHY817-403-4815
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