The Challenge
Intuit Quickbooks ukIntuit QuickBooks UK helps small business owners, self-employed pros, and accountants business differently. But to their audience, accounting software all looks the same.
They needed to stand out, attract a new audience, and build real brand affinity. Their platform of choice: YouTube. The challenge? Their current UK channel was speaking to existing users with product demos and brand ads—not growing beyond them.
The Solution
A new channel that made business topics fun, engaging, (and even a little controversial). Inspiration was pulled from standout brands like Jubilee and Cut, and YouTube’s business landscape to produce 5 repeatable formats that leaned into game-style formats, gave small business owners a platform to share their stories, and brought in top-tier UK influencers to add personality—and pull in viewers.
Format: Match The Side Hustle Ep 1
A panel of influencers must match people to their side hustles through a series of questions and games.
Format: Match The Side Hustle Ep 2
A panel of influencers must match people to their side hustles through a series of questions and games.
Format: Rank The Workforce
Breaking through stereotypes about appearance in the office, a panel of influencers must guess the business sector of a small business team and their job titles.
Format: Guess the Millionaire
6 business owners sit in semi-circle. One of a millionaire. Their job? To find out who is, all while trying to convince the others it is not them.
Format: The Taboo List
Our small business owners discuss - and debate - some of the most controversial subjects in the business world, and share their own experiences/challenges on the topic.
Format: Spot The Fake Business
A panel of professional accountants must determine which business is fake among a group of small business owners through multiple rounds of questions.
The Outcome
The formats performed well - capturing attention early and keeping consumers engaged. A solid start for new channel.
The work successfully shifted QuickBooks UK from a traditional finance brand to a content player proving business content could be entertaining, even to the most unexpected fans.
It laid the groundwork for a sustainable channel that continues to grow and build brand loyalty among a new audience.
54%
Average retention at :30
5.6%
Average CTR
350K+
Views
