To celebrate Small Business Success Month, Intuit QuickBooks and Mailchimp set out to highlight their advocacy for small business owners (SBOs) at both policy and community levels. The campaign aimed to drive awareness of how their products empower SBOs to succeed while emphasizing the importance of community support. By engaging influential voices, the campaign sought to amplify the impact of QuickBooks and Mailchimp’s tools, ultimately positioning them as indispensable partners for small business growth.
To bring this vision to life, Collectively, Inc. activated six mid-tier influencers across TikTok and Meta: four SBOs/solopreneurs and two Consumers. Each influencer played a strategic role—SBOs drove traffic to the Small Business Hub, showcasing how QuickBooks and Mailchimp provide essential tools for success, while Consumers engaged audiences and built excitement around the brands' small business support initiatives.
The "Shop Success" theme showcased the essentials that small business owners rely on to thrive, from tools and technology to spaces and community support. Influencers shared their unique experiences with QuickBooks and Mailchimp, demonstrating how these products streamline operations and contribute to business growth. Their content was designed to be both educational and inspiring, fostering authentic audience interactions.
Influencers created engaging short-form videos that highlighted how QuickBooks and Mailchimp are dedicated to supporting small business success. The campaign leveraged a mix of storytelling, product integration, and advocacy messaging to ensure maximum impact. To strike the right balance between authenticity and key brand messaging, the campaign focused on partnering with creators who had firsthand experience with small business ownership. This approach allowed for genuine storytelling that resonated with audiences while ensuring that brand priorities were seamlessly integrated into content
The campaign exceeded key performance benchmarks, demonstrating its success in both paid and organic engagement:
Comments provided further insights into audience sentiment:
SBO creators achieved cost efficiencies, with an average CPC 25% lower than Consumer creators, while Consumer influencers drove a 45% higher engagement rate.
The QuickBooks Small Business Success Month campaign successfully showcased Intuit QuickBooks and Mailchimp’s commitment to small business owners. By blending authentic storytelling with actionable insights, the campaign not only elevated brand visibility but also fostered meaningful community engagement. Through strategic influencer partnerships, the initiative reinforced the resilience and innovation of SBOs, cementing QuickBooks and Mailchimp’s role as key enablers of small business success
