The Problem
Based on the company’s 30+ year history, media traditionally perceived Intuit QuickBooks as an accounting software company. In reality, its now an innovative, leading fintech player. With COVID-19 impacting small business survival, QuickBooks had an opportunity to help its customers, while also repositioning its narrative.
The Solution – How we Uncomplicated the Complicated
On April 10, QuickBooks announced that it was an SBA-approved lender for the Paycheck Protection Program, making it easier for small business owners and self-employed individuals to apply for PPP loans. Through strategic earned and paid media opportunities, including facilitating conversations between QuickBooks and top tier media outlets, Access helped accomplish the three goals QuickBooks set out to achieve – get the word out about the company’s PPP loan offering, make the value-add clear: a fast and streamlined application process and position the brand as a leading fintech company, combating existing misconceptions about the company.
Results & Impact
Access helped to successfully shift industry perception of QuickBooks, with over 72% of coverage referring to the brand as leading fintech. Top coverage was seen in CNBC, The Wall Street Journal, Fortune, Bloomberg, The New York Times, and Business Insider, among others, generating 388 earned articles and more than 3.5B impressions.
